Google’s Cookie Ban Delay Prompts Sighs of Relief, but Pharma Advertisers Shouldn’t Get Complacent

Fierce Pharma  |  July 28, 2021

Third-party tracking cookies aren’t as important to pharma as they are to consumer marketers. Automakers, for instance, can follow online car shoppers, putting targeted digital ads in buyers’ paths as they move across the internet hoping for a sale.

However, privacy policies on most sites nix drugmakers use of third-party cookies to serve ads to people looking for diabetes or cancer information. Still, tracking data does matter in pharma—especially when it comes to measurement and analytics.

The good news for pharma is that Google’s recent decision to delay its cookie kibosh on the Chrome browser translates into more time to prepare, said Ray Rosti chief digital officer Publicis Health Media.

Click here to access the article published by Fierce Pharma.