Page 4 - Third Party Cookie News Today

The deprecation of third-party cookies: this change feels ominous to many in the digital advertising industry. As the clock winds down for cookies, it’s time for brands to be vigilant and take action. Coegi’s president Sean Cotton suggests some ways for marketers to plan ahead.

Welcome to the third installment in our eight-part series preparing you for the post-cookie world. In our first post, we provided a deep dive into third-party cookies for a baseline...

Ahead of Google’s elimination of third-party cookies, the tech titan proposed what it billed as a privacy-centric alternative, its Federated Learning of Cohorts (FLoC). However, on January 25 the company scrapped FLoC and debuted a new proposal: the Topics API. But Amelia Waddington, global vice-president of product at search intelligence firm Captify, argues that Topics won’t fly either.

Given the turbulence and uncertainty of the last few years, it's no wonder that some marketers have found planning and preparing for the year ahead tough to manage. Chris Attewell, CEO at Search Laboratory shares his thoughts around the digital trends that will dominate adland in 2022.

Out with the old, in with Topics, says Google. The tech giant has announced that it’s scrapping its Federated Learning of Cohorts (FLoC) scheme — its original cookie replacement plan. In its place is a new proposal for privacy-focused ad targeting: Topics. Here’s what you need to know about how Topics works, and why FLoC flopped.

As cookies crumble, NBCUniversal is gunning for the top slot on the media and entertainment advertising leaderboard. The media giant yesterday debuted its own first-party identity solution — and amid an increasingly crowded field, the company feels confident it can outplay its competitors. John Lee, the company’s recently appointed chief data officer, explains why.

Google’s decision to deprecate third-party cookies on its Chrome browser (although now delayed until late 2022) has sent shockwaves through the digital marketing community. With much of the industry heavily dependent on these cross-site digital identifiers for tasks such as targeting and remarketing, the search is on for alternative ways to locate and track target audiences online.

Brands that adopt measurement programs and test and learn can achieve up to 75% more in return-on-investment (ROI) gains than those that don’t, according to the latest report from Analytic Partners’ ROI Genome. This means that for brands that want to get ahead and futureproof for tomorrow, the winners will be those that are proactive rather than reactive in measuring their overall business beyond campaign performance.

As marketers across the globe fret over the impending demise of the third-party cookie, Mirriad’s global head of research and insights Tim Jones makes the argument that cookie deprecation actually creates valuable new opportunities to create relevance, deliver personalized, effective messages, drive performance and measure impact.

With the deprecation of third-party cookies looming over the ad industry, marketers and publishers alike are focused on strengthening their direct consumer data relationships. A core pillar of that strategy is handling the data they collect directly from users and customers (known as first-party data) in a privacy preserving manner.