With only months left before Google disables third-party cookie tracking on Chrome, advertisers like Nestlé are busy assessing potential identity solutions as a means of ensuring business continuity and future success.

The Nestlé approach

• Nestlé revealed at Advertising Week Europe 2021 that it is working with agencies to create a roadmap for audience identity, to be guided internally via its Global Media Council.
• In the case of direct-to-consumer brands like Nespresso and Dolce Gusto, Nestlé will focus on first-party data collection.
• For brands sold via retailers, the emphasis will remain on “mass communications” channels, alongside strategic second-party data partnerships with...