Demise of Third-Party Cookies

by Vikram Sharma Article
Vikram Sharma, President of Crisp and Raj Choudhury, Chief Delivery and Innovation Officer of Ansira, joined us to explore the implications of the demise of third-party cookies.

Background

  • Between April 2021 and an undefined point in 2022, the “3rd party cookie” will no longer be viable as companies like Apple, Firefox and Google ends its use
  • The areas impacted will be Display Advertising & Remarketing, Personalization and Ad Reporting. 
  • 1st party cookie – your data
  • 3rd party cookie – someone else’s dats
  • Browser – tool for accessing the internet
  • View-Through – activity of a person after they see an ad

 Industry Impacts

  • No one has figured out a replacement for the cookie 
  • Remarketing is finished. Get it while it’s still here
  • Targeting for Display goes from audience based to contextual
  • View-through reporting will be severely limited, focus will change to click-based and upstream metrics. Re-think attribution
  • CPMs will go up as targeting inventory becomes more of  premium
  • Logins and Identity graphs solutions are very limited in their effectiveness
  • Tracking of customer online behavior from site to site will be done

Channels that Become More Valuable

  • Capitalize on OTT/CTV Revolution
  • Print
  • Search and social
  • Partnerships become critical
  • Contextual ads

Preparing for 2022

  • Implement 1st party data strategies
  • Evolve measurement
  • Consider shift to clean data rooms
  • Expand direct advertiser agency relationships
‹ Back to Thought Leadership