By now, we’ve all heard that Google is once again pushing back the retirement of third-party cookies in its Chrome browser.
While the exact timeline remains uncertain, advertisers continue to prepare for the eventual removal of third-party cookies nonetheless. In this latest blog post, we break down exactly how advertisers can best prepare for the removal of third party cookies while gaining valuable insights into the evolving programmatic landscape.
COOKIELESS 101
For a long time, third-party cookies have been used for targeting and measurement purposes. Throughout the past few years you've likely been exposed, or even over-exposed, to ads for similar products to those you previously browsed online. Over time, cookies became public enemy number one… with Apple and Firefox removing third party cookies, and Google threatening to remove them completely in the coming years. The impending total removal of cookies has led the ad industry to explore alternative solutions to third-party cookies, with major players eager to place themselves in the best possible position for when third party cookies do finally collapse.
So, Why Exactly Are Cookies Being Removed?
In the early days of the Internet, the platform was very much an unregulated landscape with a lack of clear guidelines when it came to tracking and gathering user data. Since then, consumers have become increasingly aware and concerned about their privacy online, with personal data being collected, used, shared and even monetized without explicit consent. In addition, laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the US have put stringent requirements on how personal data can be collected and used. Finally, there has been a shift in advertising philosophy, recognizing that effective advertising can be achieved without invasive tracking, through advanced contextual targeting as well as new innovations such as AI.
Alternative Solutions To Third Party Cookies
With the decline of third party cookies, a growing emphasis on first party data has emerged. Advertisers are now focusing on developing direct relationships with users by collecting data given to them via website interactions, CRM systems, registrations and more! Contextual advertising, which focuses on the content of the page a user is viewing, has also gained momentum, allowing advertisers to deliver relevant ads without relying heavily on user tracking.
Various industry players, including ad tech companies, publishers, and organizations, have supported the promotion of Universal IDs which seek to create a common identifier for users across different platforms and are based on opt-in user participation.
Another notable proposal is PAAPI (Protected Audiences API) - a proposal within Google’s Privacy Sandbox Initiative, dedicated to privacy focused alternatives. PAAPI provides a privacy focused way for advertisers to target groups of users with similar interests versus individual tracking.
Lastly, data clean rooms serve as a way for stakeholders to collaborate on insights from gathered user data without directly sharing personally identifiable information.
Preparing For A Cookieless World
Given the plethora of alternative solutions available, it’s important to note that there isn’t a one-size-fits-all solution. Cookies have been depleted from Safari and Firefox for years now, providing advertisers with a great opportunity to test solutions out on those browsers, as well as on Chrome. It is imperative for advertisers, publishers, and technology providers to proactively seek and incorporate diverse solutions in the evolving landscape of a post-cookie environment.
Watch the full video to learn more!
Learn more about Sharethrough’s approach to addressability here.
By now, we’ve all heard that Google is once again pushing back the retirement of third-party cookies in its Chrome browser.
While the exact timeline remains uncertain, advertisers continue to prepare for the eventual removal of third-party cookies nonetheless. In this latest blog post, we break down exactly how advertisers can best prepare for the removal of third party cookies while gaining valuable insights into the evolving programmatic landscape.
COOKIELESS 101
For a long time, third-party cookies have been used for targeting and measurement purposes. Throughout the past few years you've likely been exposed, or even over-exposed, to ads for similar products to those you previously browsed online. Over time, cookies became public enemy number one… with Apple and Firefox removing third party cookies, and Google threatening to remove them completely in the coming years. The impending total removal of cookies has led the ad industry to explore alternative solutions to third-party cookies, with major players eager to place themselves in the best possible position for when third party cookies do finally collapse.
So, Why Exactly Are Cookies Being Removed?
In the early days of the Internet, the platform was very much an unregulated landscape with a lack of clear guidelines when it came to tracking and gathering user data. Since then, consumers have become increasingly aware and concerned about their privacy online, with personal data being collected, used, shared and even monetized without explicit consent. In addition, laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the US have put stringent requirements on how personal data can be collected and used. Finally, there has been a shift in advertising philosophy, recognizing that effective advertising can be achieved without invasive tracking, through advanced contextual targeting as well as new innovations such as AI.
Alternative Solutions To Third Party Cookies
With the decline of third party cookies, a growing emphasis on first party data has emerged. Advertisers are now focusing on developing direct relationships with users by collecting data given to them via website interactions, CRM systems, registrations and more! Contextual advertising, which focuses on the content of the page a user is viewing, has also gained momentum, allowing advertisers to deliver relevant ads without relying heavily on user tracking.
Various industry players, including ad tech companies, publishers, and organizations, have supported the promotion of Universal IDs which seek to create a common identifier for users across different platforms and are based on opt-in user participation.
Another notable proposal is PAAPI (Protected Audiences API) - a proposal within Google’s Privacy Sandbox Initiative, dedicated to privacy focused alternatives. PAAPI provides a privacy focused way for advertisers to target groups of users with similar interests versus individual tracking.
Lastly, data clean rooms serve as a way for stakeholders to collaborate on insights from gathered user data without directly sharing personally identifiable information.
Preparing For A Cookieless World
Given the plethora of alternative solutions available, it’s important to note that there isn’t a one-size-fits-all solution. Cookies have been depleted from Safari and Firefox for years now, providing advertisers with a great opportunity to test solutions out on those browsers, as well as on Chrome. It is imperative for advertisers, publishers, and technology providers to proactively seek and incorporate diverse solutions in the evolving landscape of a post-cookie environment.
Watch the full video to learn more!
Learn more about Sharethrough’s approach to addressability here.
Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.
By now, we’ve all heard that Google is once again pushing back the retirement of third-party cookies in its Chrome browser.
While the exact timeline remains uncertain, advertisers continue to prepare for the eventual removal of third-party cookies nonetheless. In this latest blog post, we break down exactly how advertisers can best prepare for the removal of third party cookies while gaining valuable insights into the evolving programmatic landscape.
COOKIELESS 101
For a long time, third-party cookies have been used for targeting and measurement purposes. Throughout the past few years you've likely been exposed, or even over-exposed, to ads for similar products to those you previously browsed online. Over time, cookies became public enemy number one… with Apple and Firefox removing third party cookies, and Google threatening to remove them completely in the coming years. The impending total removal of cookies has led the ad industry to explore alternative solutions to third-party cookies, with major players eager to place themselves in the best possible position for when third party cookies do finally collapse.
So, Why Exactly Are Cookies Being Removed?
In the early days of the Internet, the platform was very much an unregulated landscape with a lack of clear guidelines when it came to tracking and gathering user data. Since then, consumers have become increasingly aware and concerned about their privacy online, with personal data being collected, used, shared and even monetized without explicit consent. In addition, laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the US have put stringent requirements on how personal data can be collected and used. Finally, there has been a shift in advertising philosophy, recognizing that effective advertising can be achieved without invasive tracking, through advanced contextual targeting as well as new innovations such as AI.
Alternative Solutions To Third Party Cookies
With the decline of third party cookies, a growing emphasis on first party data has emerged. Advertisers are now focusing on developing direct relationships with users by collecting data given to them via website interactions, CRM systems, registrations and more! Contextual advertising, which focuses on the content of the page a user is viewing, has also gained momentum, allowing advertisers to deliver relevant ads without relying heavily on user tracking.
Various industry players, including ad tech companies, publishers, and organizations, have supported the promotion of Universal IDs which seek to create a common identifier for users across different platforms and are based on opt-in user participation.
Another notable proposal is PAAPI (Protected Audiences API) - a proposal within Google’s Privacy Sandbox Initiative, dedicated to privacy focused alternatives. PAAPI provides a privacy focused way for advertisers to target groups of users with similar interests versus individual tracking.
Lastly, data clean rooms serve as a way for stakeholders to collaborate on insights from gathered user data without directly sharing personally identifiable information.
Preparing For A Cookieless World
Given the plethora of alternative solutions available, it’s important to note that there isn’t a one-size-fits-all solution. Cookies have been depleted from Safari and Firefox for years now, providing advertisers with a great opportunity to test solutions out on those browsers, as well as on Chrome. It is imperative for advertisers, publishers, and technology providers to proactively seek and incorporate diverse solutions in the evolving landscape of a post-cookie environment.
Watch the full video to learn more!
Learn more about Sharethrough’s approach to addressability here.
Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.
Stay Up-to-Date—
Subscribe to our newsletter and receive cutting-edge digital advertising insights, including our weekly Behind Headlines episodes, delivered right to your inbox.
.png)
