{"id":1631,"date":"2021-09-23T08:00:58","date_gmt":"2021-09-23T12:00:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/23\/publishers-now-is-not-the-time-to-kick-the-cookie-can-down-the-road\/"},"modified":"2021-09-23T08:00:58","modified_gmt":"2021-09-23T12:00:58","slug":"publishers-now-is-not-the-time-to-kick-the-cookie-can-down-the-road","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/publishers-now-is-not-the-time-to-kick-the-cookie-can-down-the-road\/1631\/","title":{"rendered":"Publishers, Now Is Not the Time to Kick the Cookie Can Down the Road"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Stephanie Himoff | Vice President, Global Publishers and Platforms at Outbrain<\/strong><strong>\u00a0<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re a media owner who breathed a heavy sigh of relief when you heard that Google would be delaying the deprecation of third-party cookies on Chrome for another two years, your relief is perfectly understandable. Unfortunately, it\u2019s also dangerous.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The move to a cookieless world isn\u2019t like the dozens of other tech pivots that have kept publishers on their toes in recent years. This isn\u2019t just a bridge to be crossed when publishers come to it. This move is the big one, and today\u2019s publishers have been granted a gift they\u2019ve rarely received in the past: time. It\u2019s imperative that this gift not be squandered.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>A History of Trauma<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">First off, let\u2019s acknowledge that it\u2019s entirely natural for publishers today to view Google\u2019s delay announcement as a reason to relax their races toward solutions. Having worked with hundreds and hundreds of publishers during my time at Outbrain, I\u2019ve seen firsthand how they have been conditioned in this fashion for more than a decade. Every algorithm change, every platform update, every privacy policy shift and every back-end tech tweak that has had an appreciable effect on publishers\u2019 monetization models for more than a decade has come with little if any, warning. Publishers have become accustomed to living in a state of perpetual panic, and the result has been a pervasive culture of short-termism. Why plan for a change that\u2019s years in the future when the injuries of a change that happened yesterday still require bandaging?<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The problem is that the move to a cookieless reality isn\u2019t a tweak. It\u2019s not a recalibration or a pivot. It\u2019s a wholesale upending of how the open web is monetized. And yes, it\u2019s going to take a lot of work to overhaul the digital publishing landscape for what\u2019s coming down the pike.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But here\u2019s the good news: although this change is inevitable, publishers will be better off for it. In preparing for the deprecation of cookies, publishers are preparing for so much more. It\u2019s about readying an entire industry for a healthier, cleaner, more sustainable and privacy-first future. The changes publishers make today will be the ones that give them a competitive edge in two years\u2014and chart a course to furthering that edge into the foreseeable future.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Time to Accelerate Preparations<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">What publishers choose to do with the time that\u2019s been granted to them will effectively reset the online publishing playing field for the decade to come. Those that accelerate preparations for a cookieless future now, versus two years from now, will emerge as industry leaders. And even if Google decides to alter course or push cookie deprecation out further, publishers who make the following key critical changes will start reaping the benefits of them immediately:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Employ novel ways to bolster first-party data: <\/em><\/strong>By now, most publishers realize they need to be devising new ways to tap into reader\u2019s first-party data in order to strengthen their advertising and subscription programs going forward. But these efforts need to go further than log-in and freemium subscription prompts. They need to examine novel content integrations and partnerships that expand their first-party data understanding beyond what happens on their own sites.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Develop an actionable timeline: <\/em><\/strong>As previously stated, it\u2019s going to be a bigger chore than many publishers realise to not perceive this time as a bonus to be enjoyed, rather than an opportunity for trial and error. Resting on their laurels isn\u2019t something publishers are accustomed to, making this is the perfect time to harness that unease into technical discovery and long-term preparation. Create a structured calendar for the next two years, wherein trial and error, new products, services, algorithms, approaches, etc. are tested, reviewed and encouraged. The old adage that \u201ctime is money\u201d has never been truer than it is today and Google\u2019s gift of time can be a gift of revenue if budgeted correctly.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Identify and reward loyal readers.<\/em> <\/strong>As a part of gaining a better understanding of readers, publishers also need to be drawing their highest-value readers closer to them and seeking more like them. This loyalty and lifetime value focus is commonly and effectively employed by brands looking to market their products to consumers or create opportunities to connect with readers beyond just digital offerings. It\u2019s also a perfect (albeit often overlooked) strategy that can be employed by publishers to drive value among existing readers and find new ones like them. But to reward loyal readers, you first need to be able to identify who they are and what they care about. For many publishers, there\u2019s substantial work to be done in this regard.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Above all, publishers need to maintain momentum behind their efforts to prepare for a privacy-first, cookieless world. The last 10 years of fire drills have conditioned the entire industry against longer-term planning cycles, but the forthcoming changes are unlike anything we\u2019ve seen before. Publishers have been granted a reprieve, and they need to make the most of it. Now is the time to test, tinker and explore new solutions for a privacy-first world\u2014ones that will lead to greater first-party data insights and deeper reader relationships. Don\u2019t miss this unprecedented opportunity to emerge as a leader in the publishing world of the future.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The move to a cookieless world isn\u2019t like the dozens of other tech pivots that have kept publishers on their toes in recent years. This isn\u2019t just a bridge to be crossed when publishers come to it. This move is the big one.<\/p>\n","protected":false},"author":7,"featured_media":1632,"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-1631","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>Publishers, Now Is Not the Time to Kick the Cookie Can Down the Road | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/publishers-now-is-not-the-time-to-kick-the-cookie-can-down-the-road\/1631\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publishers, Now Is Not the Time to Kick the Cookie Can Down the Road\" \/>\n<meta property=\"og:description\" content=\"The move to a cookieless world isn\u2019t like the dozens of other tech pivots that have kept publishers on their toes in recent years. 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