The disappearance of third-party cookies is a great opportunity for the digital advertising industry to reshape itself on a better foundation, especially for publishers who are willing to take advantage of the right approaches and technologies to monetize their audiences and protect their data.
When Chrome announced its deprecation of third-party cookies, ad technology providers, industry consortia, and Chrome itself began working on alternative methods and solutions that would ensure addressability without compromising privacy compliance.
The Cohort-Based Approach
Finding a valid alternative to cookies is particularly important for publishers and ad technology platforms operating on the Open Web. While Google and other walled gardens can count on billions of authenticated users to deliver personalized Cuba B2B list ads, the rest of the industry needs to find alternatives that allow them to efficiently target users if they want to stay competitive. Publishers can already see what a non-addressable Internet looks like. On Safari, where third-party cookies are already blocked, media owners see their CPMs drop by 50% compared to Chrome.
Today, there are two different ways to address the challenge of identification in the post-cookie era. Google has been working on the Privacy Sandbox, a collection of proposals aimed at preventing user information from being shared with the ecosystem.
The Approach Based on Pseudonymous Universal Identifiers
The initiative, which focuses on local data processing, wants to provide technology platforms with APIs to collect aggregated data on user profiles, as well as aggregated data on campaign performance. According to Google, the mission of the Privacy Sandbox project is to “Create a thriving web ecosystem that is respectful of users and private by default.”
Grouping users into cohorts can give the impression of compliance. Because you can’t possibly target people individually, but that’s not the problem. This approach prevents publishers from having a real conversation. With people about the value trade-off between their data and the services they receive. Furthermore, it does not offer transparency and control to consumers. Who have no way of knowing which group they have been add to and why? As well as not having the option to remove themselves from a cohort.
The other method available is based on pseudonymous identifiers that are create. When a user opts in to share data with the publisher or authenticates to a website. This information can be use as a consistent identifier by all websites that have been collect. And transmitted throughout the advertising value chain. Brands can use the identification to collect information, send messages and measure the performance of campaigns.