5 September 2023
On 8 July 2021, smartclip Italy gathered a select group of leading local publishers in a virtual “Identity Breakfast” to discuss current and future identity solutions beyond third-party cookies.
In advertising, it is crucial to reach relevant audiences, and digital advertising has traditionally offered unparalleled instruments to achieve this. But the ongoing changes to identity-based tracking are severely impacting the entire online advertising ecosystem.
Third-party cookies have been an essential digital advertising tool for the last 25 years, and their deprecation will affect almost every campaign. The targeting, delivery, and performance measurements of campaigns will all be impacted, including frequency capping, retargeting, cross-site tracking, and audience verification — among other important elements. While Firefox and Safari have already phased out third-party cookies, Google recently announced that the end date for third-party cookies on Chrome has been delayed to 2023. Despite the delay, third-party cookies will disappear eventually. In fact, nearly 30% of all traffic today is already cookieless.
Publishers cannot afford to wait and sit back until Google Chrome blocks this tracking technology too. So, how can publishers tackle the end of third-party cookies in the best possible way? And how will smartclip continue to offer publishers the best possible monetisation solutions in a post-cookie world?
There is no one-size-fits-all approach in this scenario as different publisher setups and requirements call for different third-party cookie alternatives. This is why smartclip is developing several technology solutions for publishers that will help them stay competitive in a playing field that is becoming increasingly dominated by Silicon Valley giants. Thanks to alternative targeting and identity solutions, we can propose relevant ads to relevant audiences without the need for third-party cookies.
Do you want to learn more? Contact us at firstname.lastname@example.org to find out how we can help you navigate a cookieless future.