With third-party cookies set to now expire in 2024, marketers and media owners stand to lose a great deal. When Google flips the switch on third party cookies, the remaining 60% of connections (based on the browser’s market share) will effectively go dark. While the motivations behind these walled garden measures remain unclear, the result is further division in the ecosystem and an unequal playing field.
Audience addressability on what we prefer to call “the open web” is under enormous threat. Although no one will mourn the death of the third-party cookie, the challenges it creates for addressability have spurred an identity crisis in digital advertising. Without privacy-friendly and people-based tools, brands and media owners can’t communicate and transact effectively in a post-cookie world. For its many faults, the third-party cookie did provide a bridge for connectivity and enabled brand marketer tools such as frequency capping, targeting, optimisation, and more, while also helping media owners maximise their yield and obtain higher CPMs. If our industry can’t get identity right, marketers won’t be able to understand or engage audiences at scale, which impacts customer loyalty, sales, revenue, and even the viability of their very business. And, media owners will lose important monetisation opportunities.
Identity is the Key to Unlocking Addressability
Finding a solution to identity is critical to the survival of the entire digital ecosystem outside the walls of Google, Facebook, and Apple. Get your complimentary copy of the ExchangeWire Industry Review: Reframing The Future report to hear how the industry is responding. Complete the form below to access your copy. See page 51 for more about “the open web” from Lotame’s Chris Hogg, Managing Director, EMEA.