How will my monetization strategies change?
What will happen to CPMs?
Will I need different solutions for different browsers?
What types of measurement metrics should I be relying on
How do I aid buyers in leveraging 1P data in
this new world?
You may already know this by now, but ICYMI: Google has promised to
sunset its support of third - party cookies (3PCs) in 2024 and join the ranks
of other browsers like Safari and Firefox who have already deprecated
3PC support. And even though 2024 seems like a long way, it's really not,
especially when you consider all the moving parts that are impacted by
this industry - wide change.
But despite all the noise in the industry, including announcements by the
UK's ICO, CMA, and others, 3PCs really will disappear .
What also disappears?
● The ability to apply third - party (3P) data to direct targeting
● Deterministic identity for the vast majority of visitors
● Cross - domain frequency capping
● View - through attribution
● Individual device IP addresses
The Day After Third - Party
Cookies Go Away
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