African marketers remain calm in the face of planned cookie demise

By our News Team | 2022

Strategic Marketing for Africa has spoken to local industry players as they prepare for the eventual loss of third-party data on Google Chrome.

By late 2024 – about a year later than previously intended, but still not too far off – Google’s primary search engine should be free of third-party cookies, cutting off what has been a very useful supply of data for marketers and businesses in general.


Credible international research conducted earlier this year indicated that, perhaps surprisingly given the very long lead-in time to Google’s intention to phase out third-party cookies from its popular Chrome browser, many marketers are still not properly prepared. 

Third-Party Data

Photo credit: Nicolekoenig78 from Pixabay

But what is the situation in Africa? Are marketers aware and are they planning accordingly? If so, what are their views on the situation and what are their plans to mitigate the lack of cookies going forward? Is our situation here on the continent perhaps different to how marketers in developed countries will likely be impacted? 


“The cancellation of cookies will hurt businesses in Africa. Without them, we will likely see a decrease in web traffic and online sales,” laments Hephzibah Emefa Ohene, a marketing professional and Project Manager for V.A.O.B in Ghana, an Africa-focused advisory firm based in Accra.


Consumers already limit exposure to cookies

This happens at a time when consumers are more connected and engaged than ever before, a great advantage for marketers, says Ohene. But there is already an increased awareness of online privacy issues among Africans, and many people block or limit their exposure to cookies, she explains. 


Maha Jouini, a Tunisian-born communicator and Executive Director of the African Centre for Artificial Intelligence and Digital Technology based in Mauritania, is a proponent of data privacy laws. She views the eventual demise of cookies as a window of opportunity for African governments to develop and implement privacy policies that protect users and improve online infrastructure. 


While she sympathises with businesses that will suffer from the phasing out of data-gathering cookies, she says this decision will benefit all the continent’s consumers.  


“The major problem facing Africa is that we do not have our own digital infrastructure that factors in nuances unique to the continent. We still have many countries that have poor internet connectivity and are lagging behind the rest of the world. Over and above this, we need to ensure that personal-information protection policies are put into place to protect online users,” states Jouini. 


To read more about the third-party data evolution facing African marketers, go to page 18 of the latest issue (Issue 3 2022) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. You can access the Digital Edition here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.