{"id":1417,"date":"2021-07-03T13:18:46","date_gmt":"2021-07-03T17:18:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/03\/why-the-cookiepocalypse-is-not-tomorrows-problem-and-how-marketers-should-prepare-now\/"},"modified":"2021-07-03T13:18:46","modified_gmt":"2021-07-03T17:18:46","slug":"why-the-cookiepocalypse-is-not-tomorrows-problem-and-how-marketers-should-prepare-now","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-the-cookiepocalypse-is-not-tomorrows-problem-and-how-marketers-should-prepare-now\/1417\/","title":{"rendered":"Why the Cookiepocalypse Is Not \u201cTomorrow\u2019s Problem\u201d and How Marketers Should Prepare Now"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The panic surrounding the \u201ccookiepocalypse\u201d reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more. But one big difference between Y2K and the third-party cookie countdown is that the former ended up having little impact in the end, while the cookiepocalypse will be the real Y2K for marketers and media owners by completely disrupting the fundamentals of the online ecosystem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For digital advertising in particular, this change will have real and pervasive consequences affecting the whole of the advertising industry. And unlike with Y2K, we know what\u2019s at stake if we don\u2019t prepare now \u2014 and the consequences are dire. For marketers, repercussions will include loss of personalization, limited addressability, ineffectual optimization, little to no visibility into the consumer journey, and fragmented, inaccurate measurement. Media owners face massive cuts to their revenue stream by losing the ability to both understand their audiences and create the types of quality experiences they offer today.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But if the advertising industry can avoid an actual Y2K-like catastrophe by addressing these implications and seamlessly substituting the positive contributions of the third-party cookie, this will signal a more privacy-safe chapter in its evolution. It will ensure an equal value exchange between consumers and the marketers and media owners they care about while giving them more transparency and control over their data preferences. In other words, it\u2019s a chance for all players in the ecosystem to get it right and usher in the next evolution of the internet<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Google recently extended the cookie deprecation timeline to late 2023, and while the extra time is necessary, it doesn\u2019t mean that this becomes \u201ctomorrow\u2019s problem.\u201d This is today\u2019s chance to prepare and create a strong foundation for the new era of digital advertising.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we look towards the next two years, we\u2019re guided by our vision of bringing richer experiences to every consumer. This includes helping consumers take control and feel comfortable with how their data is shared, with whom, and for the return value of choice, quality content, and flexibility. In that spirit, here are three ways marketers can prepare now to avoid another Y2K-esque panic with the final cookie countdown:<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Build your first-party data strategy<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">First-party data is the information that you, as a marketer or media owner, receive directly from the consumers you have relationships with. These consumers have opted in to share their data with you, and in exchange, you\u2019re able to reach them with personalized ads, product recommendations, site experiences, and messaging.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While first-party data has always been important, it\u2019ll become even more crucial to help marketers understand each person\u2019s commerce journey once third-party cookies are gone, since you\u2019ll need alternative ways to reach and find consumers online. And media owners will need first-party data to ensure continued monetization and exceptional user experiences on your sites.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our answer to this new era of programmatic advertising, for both marketers and media owners, is the First-Party Media Network, which recently won the 2021\u00a0<a href=\"https:\/\/digiday.com\/awards\/in-the-know-the-new-york-times-and-harvard-business-review-are-digiday-media-awards-winners-in-2021\/\" target=\"_blank\" rel=\"noopener\">Digiday Media award<\/a>\u00a0for Best First-Party Data Strategy.\u00a0This network is built on a combination of deep and direct\u00a0demand\u00a0and\u00a0supply-side integrations, as well as unparalleled commerce data\u00a0and advanced\u00a0AI to activate holistic audience strategies and generate measurable commerce outcomes.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Get ahead of further identity changes<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">While growing your own first-party data is important, you will generate the greatest value by enriching it through the First-Party Media Network, enabling connections across durable identifiers that will be insulated from further identity updates. Such IDs include first-party anonymous IDs, hashed emails, encrypted phone numbers, postal codes, household IDs, and data passed from third-party identifiers such as RampID, netID, and Unified ID 2.0.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You can also build your identity foundation by testing single-sign-on (SSO) solutions, such as\u00a0<a href=\"https:\/\/www.adexchanger.com\/privacy\/criteo-is-ready-to-test-the-single-sign-on-software-for-unified-id-2-0\/\" target=\"_blank\" rel=\"noopener\">OpenPass<\/a>, which help consumers opt-in (or out) of sharing their data with marketers and media owners. OpenPass is used to reach logged-in consumers, as well as unlogged consumers across the open internet. It was developed as an open-source solution, making it available to the industry at large through\u00a0<a href=\"https:\/\/prebid.org\/\">prebid.org<\/a>. It aims to create richer experiences, even for unlogged consumers who opt into lighter personalization preferences, by still showing them great ads, offers, and content without hitting paywalls or newsletters.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Grow your incremental audience<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">On an ongoing basis between now and when third-party cookies are deprecated, it\u2019s also important to test alternative identity and targeting solutions that meet your advertising goals as well as reach new audiences. Marketers and media owners alike have a unique opportunity now, while third-party cookies are still in use, to know what the post-cookie future will look like.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ways to do this include testing cookie-agnostic solutions via one-to-one addressable targeting, as well as cohort and contextual offerings. You can also share customer attributes and in-store purchase data to further optimize campaigns to your best potential customers with lookalike modeling with omnichannel solutions. By implementing these preparatory changes today and testing new in-market solutions, you can learn more now and set your strategies accordingly.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Next steps towards third-party cookie independence<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">With building a strong first-party data strategy being top of mind for marketers and media owners, you can get started by beginning to pass your first-party data into the First-Party Media Network. You can also put your data into action and use contextual, cohort, and omnichannel campaigns to find new users, which will help expand your first-party audiences now, before third-party cookies are gone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Make no mistake, the Y2K-level panic is warranted in this case, but there is an opportunity to adapt today to unlock competitive advantages that future-proof your business and delight your consumers with increased relevancy in a privacy-safe manner.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.criteo.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">Speak to a Criteo expert<\/a>\u00a0today about how to onboard your data into the\u00a0<a href=\"https:\/\/www.criteo.com\/blog\/what-is-the-first-party-media-network\/\" target=\"_blank\" rel=\"noopener\">First-Party Media Network<\/a>\u00a0to thrive in a post-cookie world.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The panic surrounding the \u201ccookiepocalypse\u201d reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more.<\/p>\n","protected":false},"author":7,"featured_media":1418,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-1417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why the Cookiepocalypse Is Not \u201cTomorrow\u2019s Problem\u201d and How Marketers Should Prepare Now | AW360<\/title>\n<meta name=\"robots\" content=\"index, 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