Demise of Third-Party Cookies
Article

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
- 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