Cookieless Future

The deprecation of third-party cookies has changed the way advertisers approach their marketing strategies. The shift towards a cookieless future is a gradual process, with Google delaying the deprecation by another year to give the industry more time to adapt. Despite this, an estimated 50% of the web and 75% of the world's population is predicted to have their personal data protected under modern privacy regulations by the end of 2024.

To navigate this transition, brands and publishers are collecting more first-party data, blending diverse data sources to create ID Graphs, and utilizing Clean Room technology. AdTech companies are also creating their own Universal IDs to identify users across multiple websites and devices. Additionally, there is growing interest in new forms of contextual targeting that don't rely on individual user data.

As the digital media landscape evolves, brands must prioritize first-party data and explore new technologies to minimize any potential impact from upcoming changes. They must also develop a hybrid measurement model that combines different techniques and data sources to reduce their reliance on individual partners. Brands must also be mindful of local regulations, as legislation may vary across borders, and work with compliant local partners where advertising takes place.

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