Editor’s Note: Despite Google’s recent announcement decision to scrap third-party cookie deprecation in Chrome, Colgate-Palmolive continues to test and invest in first-party data strategies as an alternative to targeting with cookies. CM sister pub AdExchanger spoke with the brand’s Chief Digital Officer Brigitte King about how CPG brands have increased their first-party data troves through DTC brand-specific websites and the next step in Colgate-Palmolive’s data evolution. Below is a sample; check out the full piece in AdExchanger.

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When Brigitte King heard about Google’s third third-party cookie deprecation delay in April, she thought, “Oh no, here we go again.”

As the chief digital officer of Colgate-Palmolive, a big part of King’s job has been to evangelize the need for cookieless prep, which is hard to do without the urgency of a deadline.

And then, just three months later, Google said, “Never mind,” and announced a new plan that no longer involves deprecating third-party cookies in Chrome after all.

The news caught King by surprise, she said, but hasn’t done anything to alter Colgate-Palmolive’s new emphasis on first-party data.

“Fortunately, we were already focused on developing a more robust data strategy,” King told AdExchanger. “We recognized the opportunity for first-party data in our plans and we’ll continue testing durable audiences.”

The CPG POV on 1PD

Until recently, consumer-packaged goods brands haven’t been in a position to collect much first-party data beyond people signing up for their mailing list or joining their loyalty program.

CPGs have had to rely on third-party data from companies like Nielsen or data from retailer partners, King said.

“We’ve always had to trade on data we don’t own or control,” she said. “Over time, we’ve almost gotten used to being dependent on other people’s data.”

Two recent trends have come together to change that dynamic: signal loss and the rise of DTC brand-specific websites, King said.

To read the full piece, head over to AdExchanger.