A Cookieless Future
March 11, 2021
The depreciation of the cookie
Google announced its plan to kill off third-party cookies in Chrome in 2022. The announcement has caused many to question how this will affect digital marketing moving forward. We have been aware of this upcoming change since fall 2019 and are fully equipped to handle the adjustment to maximize its benefits for our clients.
What are cookies?
Cookies are small snippets of text or data that are designed to enhance your online experience.
• They allow browsers to remember your settings, passwords, or language.
• Allow shopping sites to remember what you had in your cart.
• Cookies can even enhance online security.
• Finally, cookies provide data to advertisers that allows them to more completely identify their audience.
Why is Google ending support for third-party cookies?
Cookies carry data. As concerns around data privacy grow, platforms are looking for better ways to leverage information. Cookies are the delivery mechanism for two of the most crucial aspects of digital marketing: targeting and measurement.
Relies on cookies
• Site Retargeting
• Online Conversion Tracking
• Behavioral Targeting
• Demographic Targeting
• Search Targeting
Does not rely on cookies
• Geo Retargeting
• Content/Contextual Targeting
• Device ID Targeting
• Foot Traffic/POI Attribution
• Microproximity Targeting
• Native
• Streaming Radio
• Streaming TV (w/out audience targeting)
• IP Targeting
How is the industry adapting?
Ultimately, moving away from cookies is will allow for diversification, better privacy, and innovation, without much change to the level of granularity and effectiveness of targeting.
Diversification
Major platforms are joining forces to create new solutions for identity resolution. This is going to expand advertisers’ range of access to audiences and allow them to tap into new sources.
Privacy
Continued emphasis on user privacy is never a bad thing. If the industry can balance privacy and effectiveness, everyone wins!
Innovation
Such a significant change will undoubtedly lead to new and exciting technologies and ways of reaching people and tracking their behavior.
What do you need to do?
• Your own data is your most valuable asset. Now is the time to evaluate how you’re collecting it and how you can tap into it in the future.
• DSPs are working tirelessly to stay in front of this. The Trade Desk, for example, is leveraging their owned data to build a universal identifier that provides a holistic view of a user that does not rely on third-party cookies. Platforms like Adelphic are paving the way for Identity Resolution models as well and can be leveraged TODAY.
• Stay in the know. A lot is likely to change between now and 2022. Sign up for our Friendsletter to receive more content like this webinar.
Conclusion
At Techint Labs, we pride ourselves on staying ahead of the curve to ensure that our clients are educated and prepared for any necessary changes.
Have more questions about what is happening in the cookie space, what is changing, and how we have planned for the future? Drop us a line!