Super Bowl Marketing Dynamics

Google’s long kiss goodnight with third-party cookies seems never-ending at this point, as the tech giant's cookie phase-out plans still remain unclear.

Seemingly, Google's plan to ask Chrome users to opt in to cookie-based tracking is reflective of Apple’s App Tracking Transparency (ATT) move a few years back. Sure, marketers have long since seen the writing on the wall with this. But, as the future of third-party cookies remains rather ambiguous, marketing and brand executives, including Rankin Carroll, global chief brand officer at Mars Snacking, have started eyeing partnerships and leveraging artificial intelligence to fill in the gaps, with an eye toward a cookie-less future.

“We had what we had, and it was the norm for the standard for the industry,” Carroll said on a recent episode of the Digiday Podcast. “As we move beyond that, we're focused on innovating.”

In talking with Digiday, Carroll laid out Mars’ plans to scale its first-party data across brands like M&Ms and Snickers and the role partnerships play in scaling said plans. Carroll also talked about Mars' Super Bowl stunt and rehashed the company's plans to acquire the Kellanova family of snack brands.