31 January 2024
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 partnerships@smartclip.com to find out how we can help you navigate a cookieless future.
Shira Leffel is the VP of Marketing & Product Education and is responsible for leading the central European marketing and product education department at smartclip. She has lived and worked in the United States, Canada, Israel, Mozambique, Brazil, and now Germany. Shira comes with extensive experience in marketing for B2B technology startups. She has built out marketing teams and strategies—her core expertise lies in content strategy, most notably inbound content marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University, and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
