The death of third-party cookies plunged advertisers, publishers and ad tech companies into anxiety for a long time. After all, cookies have long been the backbone of digital advertising. However, at a recent roundtable at the Digital Marketing Days conference in Hamburg (Germany), the digital advertising industry seemed 100% prepared for the imminent demise of cookies (which almost no one fears). “Not all advertisers are, however, equally prepared for the disappearance of cookies ,” warned Christian Bachem, from the consulting firm Markendienst. “And this applies both to the strategic possibilities of working without ‘cookies’ in the near future and to the development of our own taxonomies to support contextual marketing,” he stated. “It is, in any case, useful that Google has delayed the death of cookies for a year ,” Bachem congratulated.
The digital advertising industry has long been preparing
In the area of digital advertising industry email list we barely see IDs in half of the ads anymore,” said Marius Rausch, general manager of Xandr in Central Europe. The digital advertising industry has long been preparing for the death of third-party cookies. As for alternatives to the dying “cookies”, ID solutions such as those from LiveRamp inevitably come into play. The American company, formerly known as Acxiom, offers an identification solution that advertisers can use to implement personalized campaigns without the use of third-party cookies. “There is no publisher who has not already addressed the issue of the death of cookies ,” emphasized Kolja Brosche, country manager of LiveRamp in Germany. “Publishers have come to the conclusion that they cannot work solely and exclusively with an ID solution,” she stressed.
The death of third-party cookies
A lot of work has been done in this Mobile Lead area and “we will see tests very soon,” Brosche prophesied. For publishers and advertisers, the shift towards cookie-free advertising is almost opposite in nature. While the former have to dismantle a good part of their infrastructure with the disappearance of cookies, the latter have to build the foundations of new structures. «We have to remember, however, that cookies were a kind of crutch from the beginning. And it’s okay to get rid of that crutch forever,” Bachem said. On the other hand, does the goodbye to cookies mean the beginning of a new era marked by collaboration? Everything points to yes. “The topic of so-called ‘data cleanrooms’ is booming,” said Brosche. And there are already many examples in this sense. Data cleanrooms involve linking first-party data from several companies, always complying with data protection regulations.