Implications of Third-Party Cookie Changes

Google won't be deprecating third-party cookies, but that doesn't mean change isn't coming (it's already here): 1) Google states it will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing”- this sounds like a GPC to me. The impact of GPC has been relatively minimal, partly because it's offered in browsers that already block most third-party cookies. If Chrome users are prompted to make a choice, opt-out rates may increase. 2) Google will also implement IP Protection in incognito mode, which would "anonymize the user’s IP address, to help protect it from being used by third parties identified as potentially using IP addresses for web-wide cross-site tracking.” 3) The use of alternative identifiers is here, and I would be surprised to see them fade away, even if the industry now has other options. Similarly, privacy-preserving APIs may address regulatory concerns, consumer pressure, and the potential increase in opt-outs. This may no longer be a sprint (a slow jog?) toward a specific finish line, but things are still moving.

For over two decades, digital marketers have leaned on third-party cookies to track users, target ads, and build campaigns around behavioral data. It has worked well for performance, but it has also encouraged a mindset of easy access over earned trust. That era is coming to a close. Apple's iOS updates, particularly App Tracking Transparency (ATT), have already reshaped the advertising landscape. Combined with regulations like GDPR and CCPA, growing consumer awareness, and tighter browser restrictions, the way we collect and use data is undergoing a permanent shift. According to Statista, more than 30% of marketers are still fully dependent on third-party cookies, and many are unprepared for what comes next. This is not just a challenge to update tools. It is a moment to re-evaluate priorities. As marketers, we should be asking hard questions: - Are we prioritizing short-term targeting over long-term relationships? - Are we building strategies based on user consent and value? - Do we truly know our customers, or are we simply watching them? The most forward-thinking brands are not looking for technical workarounds. They are investing in first-party data, transparent communication, and trust-based engagement. They are building the kinds of experiences people actually opt into, not opt out of. This is a defining moment for marketing leadership. It is a chance to move away from extractive models and toward ones that are more respectful, human, and sustainable. How is your team navigating this transition? Are you ready for a world where trust is the most valuable currency? #CookielessFuture #MarketingLeadership #DigitalTrust #FirstPartyData #CustomerExperience

Thrilled to share my latest thoughts via AdMonsters on the intricate dance publishers are navigating in the post-cookie world. 🍪 In this new era, the ad industry's pivot away from third-party cookies has tossed us into a sea of alternative IDs (Alt IDs), each promising a piece of the future. Yet, this diversity has led publishers into a challenging position – one where they must become fluent in the numerous "languages" of marketers to ensure their inventory remains attractive and accessible. The ideal scenario would have publishers testing the waters with a couple of Alt IDs, measuring success, and plotting a clear course forward. However, reality presents a more complex picture: 1. Commitment from the Get-Go Jumping into Alt IDs isn't something you can do half-heartedly. Publishers are finding they need to go all in from the start, without the benefit of a trial run. 2. Measuring Impact Is a Maze Without third-party cookies, evaluating the effectiveness of different Alt IDs becomes a Herculean task. 3. Racing Against Time With the cookie's end near and myriad other priorities vying for attention, publishers are hard-pressed to integrate Alt IDs swiftly. 4. The Dilemma of Choice Embracing multiple Alt IDs could inadvertently signal that no single ID meets all needs, making integration a more complex puzzle. As we stand at this crossroads, it's clear that the path forward requires not just adaptation but a reimagining of how we connect with our audience in meaningful, privacy-first ways. A huge shoutout to Lynne d Johnson and Kacey Perinelli at AdMonsters for the opportunity to dive deep into these challenges and explore how publishers can navigate this uncharted territory with lockr. The journey ahead is daunting but ripe with opportunity for those ready to innovate and lead like Ray Kingman at Semcasting, Inc..

Prepping for a Cookie-less Future: The End of Third-Party Cookies Introduction The end of third-party cookies is a topic that has been making waves in the digital marketing world. With major browsers like Google Chrome phasing out support for third-party cookies by 2024, the landscape of online advertising is set to undergo a massive transformation. This article explores the reasons behind this shift, its impact on marketers and advertisers, and the strategies to adapt to a cookie-less future. What Are Third-Party Cookies? Third-party cookies are small text files that websites use to track users across different sites. They have been the backbone of targeted advertising, allowing marketers to gather data on user behavior, preferences, and demographics. However, growing concerns about privacy and new regulations like GDPR have led to a gradual shift away from third-party cookies. Why Are Third-Party Cookies Going Away? 1. Privacy Concerns: Users are becoming more conscious of their online privacy, leading to a demand for more transparent data collection practices. 2. Regulatory Changes: Laws like GDPR and CPRA are making it harder for companies to collect and use personal data without explicit consent. 3. Browser Initiatives: Browsers like Chrome and Safari are phasing out support for third-party cookies to protect user privacy. Impact on the Advertising Industry The end of third-party cookies will have a significant impact on the advertising industry. Here's how: - Loss of Valuable Data: Marketers will lose access to detailed user data, affecting their ability to deliver personalized ads. - Challenges in Tracking: The inability to track user behavior across sites may lead to less effective advertising strategies. - Shift to First-Party Data: Brands with strong first-party data will be well-positioned to adapt, emphasizing the importance of building direct relationships with customers. Strategies for a Cookie-less World 1. Invest in First-Party Data: Collecting data directly from customers through surveys, subscriptions, and loyalty programs. 2. Explore Alternatives: Technologies like Google's Privacy Sandbox offer new ways to deliver targeted advertising without relying on cookies. 3. Content Marketing: Focusing on SEO and content marketing to create relevant and high-quality experiences tailored to the user. Conclusion The end of third-party cookies marks a new era in digital advertising. While it presents challenges, it also offers opportunities for innovation and a renewed focus on user privacy. Marketers and advertisers must be proactive in adapting to this change, investing in alternative technologies, and building stronger connections with their audience. Read about this in a recent Forbes article featuring Ezzey on this topic https://lnkd.in/eRNfhcrT

Google has delayed their deprecation of third party cookies. Again. Why? The official statement cites "...ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers." Google's core business is advertising, and their proposed alternative to third-party cookies (Sandbox) left a lot to be desired. The delay gives their core customers more time to prep, and Google more time to come up with an alternative to Sandbox that satisfies all parties. What's really going on here? Paid advertising - especially paid search - will never be the same after these changes are implemented (now slated for 2025). For B2B companies, our CFO calls for efficient growth have brought renewed scrutiny to paid media more broadly -- with only 0.8% of all paid search traffic converting into a phone call. Advertising will survive this. But the end of 3P cookies may become the death blow to the paid search channel for B2B marketers. Frankly, I'm ok with it. Because relational marketing programs such as Owned Media have a lower cost to execute, convert higher than transactional channels like SEM, and deliver more value for your audience of customers and prospect. You have a head start. Start de-risking your marketing plan today by re-investing paid search budget allocations into Owned Media... you'll be glad you did when Google (finally) figures it out.

Google has begun enabling its new privacy-focused APIs to replace third-party cookies in Chrome with the goal of phasing out cookies by next summer. It’s no longer a matter of if, but when. This is a significant milestone for Google's Privacy Sandbox project, which has been in the works for several years. The company has faced some challenges along the way. However, Google has said that it is committed to phasing out third-party cookies, and has started to release a set of APIs, which suggests that they are serious about it. It’s still too early to tell how the new APIs will perform in the real world. With this slow roll-out, we have an opportunity to share learnings and feedback to Google. There are many companies that are likely unprepared for the phasing out of third-party cookies, and it is too early to know how big of an impact this will have, especially financially and economically. But with privacy concerns, we need to make a change. The new Privacy Sandbox APIs are a work in progress, and Google said they need companies to provide feedback and results, so they can assess, adjust and update. It is highly unlikely they will satisfy all use cases for advertisers and publishers. And with multiple privacy regulations and ongoing updates from Apple, it will require companies to put together resources to invest time and people to assess, ideate, and implement lots of different solutions, strategies and tactics. 2024-2025 is going to be the year(s) of experimentation and resetting of addressability approaches, benchmarks and measurement methodologies. I think some companies may be able to adapt to the changes. However, there will likely be many companies that struggle. There is concern that the new Privacy Sandbox APIs will not be as effective as Google hopes, and there’s a lot of uncertainty on how this will affect businesses. I would like to be optimistic, so let’s hope it is. All i know is, it is clear that businesses need to start preparing for the changes yesterday. 1️⃣ Begin shifting strategies to alternative ways of targeting audiences. This could involve using contextual targeting or seller-defined audiences or cohorts. 2️⃣ Test the new Privacy Sandbox APIs. Start to understand how the APIs work and how they can be used. Get a team together and have them provide Google feedback. 3️⃣ Stay up-to-date on the latest Pricacy Sandbox updates, privacy regulations and updates from Apple. Consider the bigger picture. The phasing out of third-party cookies is a significant change for the online advertising industry. However, it is not the end of the world for businesses. By taking the necessary steps to prepare, businesses can find ways to target ads effectively, measure performance and protect user privacy. #adtech #cookieless #privacysandbox https://lnkd.in/eGFkCPRz

Google's U-Turn on Cookies   Google's recent decision to retain third-party cookies while giving users full control over data sharing marks a pivotal moment in digital advertising. After 4 years of exploring alternatives for a cookie-less world, this announcement comes as a U-turn in Google's direction. 1. Implications for Data-Centric Teams: The continued availability of third-party data is a significant development for data-driven marketers. It allows for continued measurement and tracking of marketing performance, ensuring that advertising budgets are effectively utilized. 2. Challenges in Third-Party Data Quality: With users having the power to toggle data sharing on and off at will, the quality and consistency of third-party data become major concerns. Achieving comprehensive attribution may be challenging, and user journey visibility could become intermittent. Data science teams must develop strategies to work with potentially fragmented data sets. 3. Evolving Alternatives and the Privacy Sandbox: While retaining cookies for now, Google continues to invest in alternatives like the Privacy Sandbox. This initiative, despite facing regulatory and transparency hurdles, points towards a future of more privacy-centric tools and programmatic solutions. The industry should prepare for potential shifts towards these new technologies in the long term. The future of digital Marketing looks exciting, and I consider this announcement from Google more of a "diversion" rather than a complete "U-turn" in finding alternative solutions for a cookie-less world in the long term. As we navigate these changes, present data-driven solutions like MMM, MTA, and experimentation continue to be on focus. These approaches can help marketers yield more results for their investment, ensuring effectiveness even as the landscape evolves. By staying innovative and leveraging these powerful solutions, we can turn challenges into opportunities and drive success in this new era of digital marketing. #DigitalMarketing #UserPrivacy #AdTech #DataDrivenMarketing

As we navigate the evolving landscape of digital advertising, the impending deprecation of 3rd party cookies poses a significant challenge for the DSP industry. So I wanted to pose some potential strategies and actions to address this issue proactively. 1. Diversify Data Sources:   - Explore alternative data sources such as 1st party data, contextual targeting, and proprietary data partnerships. This will help mitigate the impact of losing 3rd party cookies while maintaining audience targeting capabilities. 2. Invest in First-Party Data:   - Encourage clients and partners to prioritize building and leveraging their first-party data. This will not only enhance targeting accuracy but also ensure compliance with evolving privacy regulations. 3. Implement Advanced Machine Learning:   - Leverage machine learning algorithms to analyze user behavior and preferences based on available data. This can help optimize targeting strategies even without relying heavily on 3rd party cookies. 4. Collaborate with Publishers:   - Strengthen collaborations 5. Invest in a future proofed Graph: -Implementing graph-based structures can prove invaluable in understanding and mapping user interactions across various touchpoints. This includes user-device connections, browsing behaviors, and engagement patterns, providing a comprehensive view that compensates for the loss of 3rd party cookies. What are your suggestions/thoughts?

Advice for CMOs regarding 3rd party cookie deprecation… At LiveRamp we’re getting a lot of questions about what to expect when the industry moves away from legacy identifiers. Here are my three pieces of advice for marketing leaders: 1. Enable your teams to think beyond single identifiers In an effort to mitigate growing signal loss, your team might be tempted to turn to IP addresses, mobile ad identifiers, and hashed emails to fill the gap left by cookies. While each has their benefits, your customers are so much more than a single identifier. 2. Advocate for strong data relationships to drive strong business results  As the internet becomes more consent-based, your customer is increasingly in control of their digital identity and choosing to share information with brands they trust in exchange for personalized, high-value experiences. 3. Educate your stakeholders on the competitive advantage of privacy-first advertising In 2024  Consumer privacy impacts far more than advertising. Prepare your company to navigate ongoing changes in the data privacy landscape by developing your own privacy best practices. #datacollaboration #cookiedeprecation #marketing

As the digital landscape evolves, businesses are facing an imminent reality where third-party cookies will no longer play a central role in online tracking. But what does this mean for the future of digital marketing, consumer privacy, and user experience? Join us as we break down the key talking points of this monumental shift: - History & Context: A brief look back at how third-party cookies became the backbone of digital advertising and why they're on the way out. - Consumer Privacy & User Experience: Delving into the concerns over privacy that have spurred this change and how the industry is responding to ensure a more respectful user experience. - Business Impact: Assessing how this shift will affect advertising strategies, audience targeting, and return on investment for businesses. - Alternative Tracking Technologies: Introducing various technologies emerging in the absence of third-party cookies – from universal IDs to contextual targeting and more. - Preparing for the Transition: Tips for businesses to adapt to this new era, from reevaluating their data collection strategies to embracing first-party data and new technologies. - Global Perspective: Understanding how regulations like GDPR, CCPA, and others influence the move towards a cookieless future and how businesses can navigate these changes on a global scale. - Industry Responses: A look at how major players like Google, Apple, and Facebook are adjusting their platforms in response to this shift. - The Future of Digital Advertising: Speculations and insights into where the industry might be headed in a post-cookie world. So, whether you're a business owner, a marketer, or just someone curious about the changing digital landscape, tune in to get the full scoop on cookieless tracking and what it means for the world of online business. Don't miss it!