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Life after third-party cookies: certain uncertainty

Life after third-party cookies: certain uncertainty

Solutions abound for replacing third-party cookies' role in the advertising ecosystem - so many putative next-best-things that it might be easy to get lost in all the noise.

The phasing out of third-party cookies may have been pushed out to 2023, but it would be irresponsible for publishers and marketers to follow suit and put a pin in their future data plans.

Change is coming. It will arrive faster than you think. And it will be monumental.

What that change will look like is far from certain, but one thing is: the solution won’t be as ubiquitous as the third-party cookie. That means it’s crucial that marketers fully understand their options.

But just because advertisers can no longer track every user interaction online does not mean you can’t be smart and undertake brilliantly effective advertising campaigns. We can start preparing for the uncertain by acting upon the certain.

On-device targeting

The alternative to storing user data on your first-party server is to keep everything on-device

Other user ID solutions

The advertising industry has been exploring alternative ways to track and connect users with their behavioral attributes for several years.

Exploring these solutions will continue, even though Google has said they will not be investing in them.

Preparing for uncertain change

The exact nature of the incoming change may be uncertain, but we can use what we do know to make decisions and preparations that will be of certain benefit in the not-too-distant future.

First-party data

now’s the time to start building your own banks of first-party data. As cookies phase out, the more first-party data you have, the more you can take advantage of not just these existing mechanisms, but the inevitable new first-party mechanisms that will follow.

Bridging the data gap

As cookies phase out, users will become even more protective of their data. But, by leveraging AI and machine learning we now have tools to use the data we do have to bridge that gap.

Getting creative

Dynamic creative will need to make better use of the other data signals available to them (location, context, weather, time of day)