Your Post - cookie Media Plan
Launching and optimizing a campaign post - third - party cookies doesn't have to be daunting if you break down your objectives and f ind
solutions. But it will look different than what you've previously run before. Take a look at the below sample media plan to imagine what
your own future media plan could look like.
Browser When
Funnel
Strategy
Old 3PC
Targeting (Example)
Post - 3PC Targeting
(Example)
Impressions Cost
Safari,
Firefox, Opera
2023 Top of Funnel Audience Segments, RON
• First - party Data (Contextual)
• Privacy Sandbox Testing
• Identity Solution Partners
Scale stays
the same
CPMs may
drop for
non - identified
impressions
All browsers opted out of
third - party cookies, including
Chrome, by default
2024
Top of Funnel Audience Segments, RON
• First - party Data (Contextual)
• Privacy Sandbox (Topics)
• Identity Solution Partners
Mid to Lower Retargeting, Lookalikes
• First - party Data
(Behavioral Segments)
• Privacy Sandbox (FLEDGE)
Mid to Lower
Audience Segments,
Retargeting
• First - party Data
(Behavioral Segments)
• Identity Solution Partners
• Privacy Sandbox (FLEDGE)
