{"id":6611,"date":"2024-04-19T01:48:35","date_gmt":"2024-04-19T05:48:35","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/04\/19\/is-cookieless-the-next-boy-who-cried-wolf\/"},"modified":"2024-04-22T12:14:53","modified_gmt":"2024-04-22T16:14:53","slug":"is-cookieless-the-next-boy-who-cried-wolf","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/is-cookieless-the-next-boy-who-cried-wolf\/6611\/","title":{"rendered":"Is Cookieless the Next Boy Who Cried Wolf?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jen Faraci, Chief Data Officer and Michael Bauer, Vice President, Group Director, Data and Analysis, Digitas<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The threat of third-party cookie deprecation has been looming over marketers for almost a decade, but every time it gets close \u2013 the deadline moves. This creates a flurry of questions and uncertainty for digital marketers and undermines confidence that the day will actually come, in some cases leaving marketers and advertisers unprepared.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In truth we\u2019ve already been living in a semi-cookie world since Safari and Firefox blocked them in in 2017 and 2019, with Google as the last and largest remaining hold out. So, is the death of the cookie really coming?\u00a0 Yes \u2013 it\u2019s already here.\u00a0 Is it the death of digital marketing? No, it\u2019s a new beginning.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The death of the cookie is actually a blessing for marketing. \u00a0Cookies have always been a band-aid solution that fails to fully service the larger need of marketing. Third party cookies are temporary and low fidelity, they represent devices more than people, and never told a full story across the consumer journey. The removal of the cookie has pushed advertisers, publishers, and media platforms to look for new, sustainable, and privacy-secure solutions that will last longer than a cookie in a browser ever could.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The New<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Cookies were limited in telling the full story of a consumers\u2019 online behavior including both targeting and measurement. Social and direct platforms use authentication for matching as a sustainable agreement between user and platform. Now programmatic has been pushed into the ID space with non-cookie-based solutions like Epsilon\u2019s CoreID, which focuses on targeting known users based on cooperation between platforms, advertisers, and publishers with opt-in permissions from consumers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, while third party cookies connected media and site actions, they were missing much of cross-domain activity not on Chrome. This is why media, publishers, and advertisers have moved towards API solutions to pass events and actions between platforms to match to user activity regardless of browser.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Impact<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">While cookie deprecation is pushing more sustainable solutions, there will still be impacts across the digital ecosystem. For open web it\u2019s estimated that we are going from about 50% targetable, to 10-30%<sup>1<\/sup>. This will benefit publishers who are already seeing increase in their revenue by 30%<sup>2<\/sup>, but will increase CPMs for advertisers. Outside of new solutions, strategies like contextual targeting, audience expansion and modeling will be necessary to fill in the space left by the void of solutions providing more accuracy but decreased scale.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Quality of matching and reporting will be directly tied to a brand\u2019s offline and online data. Enhancing CRM, online authentication, and other data collection strategies will increase match rates between partners and improve targeting and measurement. Without this, match rates will be lower and decrease attribution. Data collection and collaboration is no longer the future but the now of digital media and companies should migrate quickly.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Conclusion<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">While this change will have a short-term impact to advertisers, long term it will drive higher consumer trust and platform innovation. The death of third-party cookies isn\u2019t a return to early digital marketing, rather it will lead to solutions that will balance the needs of consumers privacy and digital marketing.\u00a0 The key to unlocking this innovation is visibility and access across experiences, regardless of platform.\u00a0 This connectivity is what will allow brands deliver on both experience and performance across the network of consumer experiences.<\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n<sub>\r\n<strong>References:<\/strong><\/sub>\n\n\n<p class=\"wp-block-paragraph\">Link 1: https:\/\/pathmonk.com\/solutions-for-retargeting-ads-without-cookies<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Link 2: <a href=\"https:\/\/digiday.com\/media\/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids\/\">https:\/\/digiday.com\/media\/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The death of third-party cookies isn\u2019t a return to early digital marketing, rather it will lead to solutions that will balance the needs of consumers privacy and digital marketing.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":6612,"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-6611","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>Is Cookieless the Next Boy Who Cried Wolf? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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