Blackpearl launches AI tool to navigate Chrome cookie changes

The impending elimination of third-party cookies from Google's Chrome browser will necessitate a significant transformation in digital marketing strategies.

In response to these forthcoming changes, Blackpearl Group, operating out of Wellington, New Zealand, and Phoenix, Arizona, has introduced Pearl Diver, an AI-based product, to assist companies in adapting to a cookie-less environment.

Pearl Diver, compliant with both CCPA and GDPR regulations, has already made substantial financial inroads in the US, achieving USD $4.9 million in annual recurring revenue (ARR) within a mere 13 months. This sum constitutes 67% of the company's total revenue, demonstrating the product’s impact and relevance.

Nick Lissette, Founder and CEO of Blackpearl Group, provided insights into the changing landscape. "Over four years ago, Google announced that starting in early 2025, its Chrome browser would no longer support third-party cookies. These are used by advertisers to track users' browsing habits across different websites. While other browsers like Firefox, Safari, and Edge have already limited or blocked 3rd-party cookies, Chrome's dominant market share (over 60%) marks a significant industry shift," he stated.

This phase-out is primarily intended to bolster user privacy and security. However, it simultaneously presents a challenge for marketers and advertisers, who will need to devise novel methods to track and engage their audiences without relying on third-party cookies. Lissette elaborated, "In a data-controlled landscape dominated by tech giants like Meta and Google and 'pay-to-play' advertising, Pearl Diver empowers businesses to leverage their own assets. Our solutions liberate businesses from external platform dependencies, returning control of data directly to our clients."

Lissette suggested that marketers ought to pivot towards leveraging first-party data, collected directly from users through their own platforms, and employing new technologies to anticipate user behaviours and preferences. "This is exactly what we help companies do. We’ve heard the change being referred to as an extinction-level event for e-commerce businesses, but it doesn’t have to be. Pearl Diver not only mitigates the impact of these changes but challenges the 'BAU' approach to understanding and engaging with online audiences," he explained.

The primary function of Pearl Diver is to generate new prospects from businesses' websites, employing AI-driven identity resolution technology to identify hidden website traffic. This reduces dependence on traditional digital advertising, characterised by blind targeting, and provides a new route to revenue through highly targeted advertising based on dependable web data sets.

"Companies should own their data; and what’s more, they should be able to use this data to create highly personalised experiences that increase ROI for their advertising spend," asserted Lissette. Pearl Diver uses advanced algorithms to decode digital footprints, determining buying intent without direct interaction or registration. The system gathers as many as 70+ data points on each recognised website visitor, equipping users with invaluable insights into their website traffic.

In contrast to third-party data integrations, businesses retain ownership of their data. By using Pearl Diver to analyse visitor patterns and engagement, companies gain crucial data that reveals visitor interests and intentions. This can enable personalised user experiences and targeted marketing strategies even in the absence of cookies, according to Lissette.

Blackpearl Group has strategically focused on the US market for its expansion efforts. Lissette commented on this decision, stating, "Our choice of market was intentional. Compared to New Zealand's 700,000 businesses - of which a large percentage are small or sole-operators - the US has 30 million SME businesses; and half a million new ones are registered every year. Our early success is both evidence of the demand for Pearl Diver and the product’s efficacy."

The company's Board includes Tim Crown, a notable figure in the US tech industry and Chair and Cofounder at NASDAQ-listed Insight Enterprises. Under Crown's guidance, Blackpearl Group has concentrated on scalable business models to quickly transform potential into tangible success.