DOCSLIB.ORG

Egta Insight the Future of Online Advertising Without 3Rd Party Cookies May 2020

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Egta Insight the Future of Online Advertising Without 3Rd Party Cookies May 2020 EU affairs egta insight the future of online advertising without 3rd party cookies May 2020 www.egta.com table of contents 5 Introduction: The end of 3rd party cookies 6 Part 1: Impact of the end of 3rd party cookies – use cases 7 Part 2: Technical alternatives to 3rd party cookies 7 1.1 Google’s Privacy Sandbox 10 1.2 W3C – ‘Improving Web Advertising’ Business Group 10 1.3 IAB US – Project Rearc 12 Conclusion and egta advice legal notice This publication has been researched and produced by egta’s EU affairs department, and it draws inspiration from the open sources, egta materials and databases, conversations with industry experts and literature from multiple sources. Whilst every effort has been made to ensure the accuracy of the information in publication, egta does not accept responsibility for possible errors or omissions. The opinions and analysis expressed in the publication are those of egta and do not necessarily reflect the views of the other parties. fora are discussing coordinated approaches to Introduction: introduce technical alternatives in support of THE END OF 3rd party targeted advertising (see third section). COOKIES In January 2020, Google confirmed in a blog post that it would phase out the use of 3rd party cookies in its browser Chrome within 2 years. With over 60% of the global browser market, the Chrome announcement, in addition to similar moves by Safari and Firefox, means that by January 2022, 3rd party cookies will be de facto impossible to use across the web. Why did Google feel compelled to make such a move? Chrome essentially found themselves between a rock and a hard place. With privacy concerns and the associated regulatory pressure increasing and virtually everyone else addressing cross-site tracking forcefully (Safari, Firefox, Edge more recently, as well as other niche browsers such as Brave), Chrome was faced with the choice of either reacting in kind or running the real risk of losing significant market share. Google’s primary source of revenue is data/advertising, therefore, doing nothing was never an option, meaning that Google had to adapt to the new world, hence the announcement and envisioned timeline. Because of Google’s business model they cannot adopt the same approach as the other browsers. They have taken the conversation about future alternative models to the worldwide web consortium (W3C), the only forum where they can hope to control the conversation and achieve consensus with other browsers while also advocating for measures which are friendlier to the ecosystem than further indiscriminate blocking implemented by other browsers. Preventing cross-site targeting through the use of 3rd party cookies could have profound effects on the internet ecosystem, which we will assess in the second section. This is why different industry Page 5 cost-per-view). In the context of video advertising Part 1: – the notion of view and the viewability criteria will IMPACT OF THE END OF become central pillars of the new system. The RD need for transparency driven by an independent 3 PARTY COOKIES data verification and auditing will also play a pivotal – USE CASES role in this new reality. In the absence of third-party cookies, walled The phasing out of, and eventual end of, third- gardens will offer attribution within their publishing party cookies will have significant consequences domain, to the advantage of big data owners, who for the entire ad tech ecosystem, not least for can provide the most consistent audience profiling. broadcasters – in particular when it comes to With the advances in automation on individual audience targeting, audience measurement, publisher networks, there will be a greater need for attribution and conversion measurement in digital machine-learning-based attribution techniques advertising. that quantify the brand-building efforts. A cross industry concern is that initiatives such as Everything else from analytics to conversion Google’s Privacy Sandbox (see the next section measurement, fraud prevention, product for more details) could accentuate the existing improvement and bot detection will be affected dominance of the walled gardens. Global ad tech by the new post-cookie reality. Not to mention the players (e.g. GAFA) might further consolidate logical resurgence of contextual advertising. their dominance in the advertising market as they will have full control over user data. Such To sustain their revenue streams, many online large players may require that their advertising publishers (including broadcasters) will have partners (publishers and buyers) load all of their to intensify their efforts to develop effective data related to their campaigns into the sandbox data strategies and activate their audiences. while giving them very limited access to campaign The development of clear and effective consent results (which might also not be independently mechanisms will become a must for all online verified). Using rich consumer profiles at a people- publishers. Furthermore, in a cookie-less world, based level, mega-platforms will offer unrivalled those TV companies with video extensions in addressability, and in doing so, make it even harder their portfolios will be one of the few actors with for smaller publishers to stand out. This may have qualitative audience data (accurate, consent-based negative effects on the transparency of ad buy information). transactions and reporting. To take full advantage of this strategic shift, online The end of cookies will heavily impact the way publishers and broadcasters will have to focus on the ad industry measures ad performance of educating media buyers on the opportunities that campaigns across different publishers’ websites. a world without third-party cookies offers, and the Measurement tools that rely on third-party cookies benefits of the premium first-party data at their will be disrupted. Optimisation, frequency capping disposal. and setting across multiple walled gardens and publisher outlets will have to be based on different tools. With engagement planning, CPM-based buying will most likely transition into models that focus more on users’ actions/engagement (e.g. Page 6 Part 2: a. Structure In theory, the project is ‘open to all’ however the TECHNICAL ALTERNATIVES process is entirely at the discretion of Google, with TO 3RD PARTY COOKIES little information with regards to the timeline, for example. Today, much of the programmatic industry is b. Technical solutions fundamentally built upon third-party cookies. The end of the 3rd party cookie therefore raises The Privacy Sandbox revolves around two major concerns over the industry’s future and in principles: particular over publisher’s capacity to monetise • removing all unique identifiers (as opposed to their content, given the steep revenue declines project Rearc), therefore not allowing cross-site seen when Safari’s Intelligent Tracking Protection tracking; was first introduced. • centralising user data (such as interests, To avoid a dramatic drop in advertising revenue, ad seen/clicked, conversion data, or web different initiatives have emerged to consider browsing behaviour) into the browser where alternatives to the existing online advertising it will be stored and processed in a protected model. environment. The current industry discussions are taking place The browser could then allow access to this through three main fora/initiatives which we have “sandbox” in a granular way for parties that the summarised below: user trusts (publisher, advertiser) and in a more • Google’s Privacy Sandbox; controlled way for parties that the user does not trust directly (trusted parties of the 1st parties). • The World Wide Web Consortium (W3C) Improving Web Advertising’ Business Group; Google has proposed several tools to implement these principles, attached to different business use • The Internet Advertising Bureau’s Project Rearc. cases: 1.1 Google’s Privacy Sandbox Advertising and real-time bidding: Google’s Privacy Sandbox was originally announced The FLoC (Federated Learnings Of Cohorts) in a blog post from August 2019. This initiative proposal focuses on people’s general interests was meant “to develop a set of open standards to (“show this ad to Classical Music Lovers”) while fundamentally enhance privacy on the web”, “a secure TURTLEDOVE (Two Uncorrelated Requests, Then environment for personalization that also protects Locally-Executed Decision On Victory) looks at user privacy”. marketing based on specific previous actions the At the time, Google was trying to respond to person has taken (e.g., “offer a discount on some uncoordinated moves by competing browsers shoes that you left in a shopping cart”). (Safari, Firefox) to prohibit the use of third-party • Interest-based marketing – FLoC: in this cookies while sustaining the online advertising model, the browser itself determines interest ecosystem on which its revenue (and the revenue categories and allows advertisers access to of the majority of online publishers) relies. those. Advertisers and ad networks have no control over what groups people are in. The Page 7 browser groups together flocks of “similar Another major change is that ad auctions would people”, with wide latitude in how it comes up be executed at browser level instead of on a with its notion of similarity. server/ad exchange. • Remarketing – TURTLEDOVE (previously known Within this work stream, Google is also as PIGIN – Private Interest Groups Including considering measures to allow exclusions Noise): the Turtledove solution would centralise (preventing an ad from being displayed, e.g. 1st party information on which category a user once a user has bought a product). belongs to into the browser. This category can Ad conversion measurement: later be revealed to trusted ad networks of the 1st party through two uncorrelated ad requests • Aggregate reporting API: data for reporting which could take place at different times: would be collected by the browser, not by 3rd parties. 3rd parties would only get an aggregated - A contextual ad request: the web page’s report sent by the browser, not the individual “normal” ad request to the ad network data points.
Load more

Recommended publications
  • Google's March 2021 Announcement
    ACXIOM POINT OF VIEW GOOGLE’S MARCH 2021 ANNOUNCEMENT WHAT YOU NEED TO KNOW EXECUTIVE SUMMARY When Google speaks, everyone listens. It owns over 60% of browser market share and over 29% of the U.S. digital ad revenue.1, 2 Any change that Google makes to its Chrome browser will likely impact all advertisers, publishers and adtech vendors that depend on the internet as a way to make money. Just the facts. 1. What did Google say on March 3? • The company reiterated that third-party cookies will go away on Chrome in March 2022. • Google will not build alternate user-based identifiers to track individuals, nor use them in its products. • As part of Chrome’s Privacy Sandbox proposals, different APIs will be used for different use cases. FLoC (Interest-based targeting), Fledge (Remarketing), and Conversions API (Measurement use cases} are three out of the nine APIs that will be available. All data will be aggregated and no longer used to track and target users at the individual user level. Per Google’s announcement, we have one year to prepare for a world without third-party cookies. While we’ve all known this was coming, we really didn’t know when. Now you can set your countdown timer to March 2022. Google has also clarified that there will be no alternate identifiers used in Google products. In a blog post, David Temkin, Google’s Director of Product Management, made it clear Google would be curbing any attempt by third-party intermediaries to track individuals across sites as they browse the internet.
    [Show full text]
  • What the Floc?
    Security Now! Transcript of Episode #811 Page 1 of 30 Transcript of Episode #811 What the FLoC? Description: This week we briefly, I promise, catch up with ProxyLogon news regarding Windows Defender and the Black Kingdom. We look at Firefox's next release which will be changing its Referer header policy for the better. We look at this week's most recent RCE disaster, a critical vulnerability in the open source MyBB forum software, and China's new CAID (China Anonymization ID). We then conclude by taking a good look at Google's plan to replace tracking with explicit recent browsing history profiling, which is probably the best way to understand FLoC (Federated Learning of Cohorts). And as a special bonus we almost certainly figure out why they named it something so awful. High quality (64 kbps) mp3 audio file URL: http://media.GRC.com/sn/SN-811.mp3 Quarter size (16 kbps) mp3 audio file URL: http://media.GRC.com/sn/sn-811-lq.mp3 SHOW TEASE: It's time for Security Now!. Steve Gibson is here. We've got a new fix for the Microsoft Exchange Server flaw. This one's automatic, thanks to Microsoft. We'll also take a look at some nice new features in Firefox 87. You can get it right now. And then, what the FLoC? We'll take a look at Google's proposal for replacing third-party cookies. Is it better? It's all coming up next on Security Now!. Leo Laporte: This is Security Now! with Steve Gibson, Episode 811, recorded Tuesday, March 23rd, 2021: What the FLoC? It's time for Security Now!, the show where we cover your privacy, your security, your safety online with this guy right here, Steve Gibson from GRC.com.
    [Show full text]
  • What's Happening to Cookies, and What Does It Mean for the Future of Digital? Contents
    THE COOKIE CONUNDRUM WHAT'S HAPPENING TO COOKIES, AND WHAT DOES IT MEAN FOR THE FUTURE OF DIGITAL? CONTENTS Where are we now? 02 Where are we going? 04 The way forward 14 WHERE ARE WE 01NOW? WHERE ARE WE NOW? 3 WHAT IS A COOKIE? WHAT ARE THEY USED Cookies are little bits of information which are stored on your device by your web browser when you FOR NOW? visit a website. Imagine if Netflix never remembered who you were and you had to login afresh each time you used the site, or your Amazon basket forgot all the items you added as you shopped on Prime Day. What about if you had the privacy choices banner pop up every time you visited a website. Pretty WHERE DID THEY annoying, right? These are simple examples of the use of browser cookies for storing little COME FROM? bits of information about the use of that browser (think families using the same browser as an example of why it is not always information related to individuals). They are fundamental to, and incredibly useful for, the web 1994 experience we have come to expect and enjoy. Cookies are also used to remember information about users as they move The year cookies were introduced as a way across different websites on the web, enabling advertisers to serve ads of remembering what was in a user's virtual based on what sites users have been to in the past and how they behaved shopping carts. on those sites. WHERE ARE WE NOW? 4 ARE WE ACTUALLY GOING SO WHAT'S THE DIFFERENCE COOKIE-LESS? BETWEEN FIRST-PARTY AND The short answer is no.
    [Show full text]
  • Ix POV Google 3Rd Party Cookie Phase-Out
    iX POV Google 3rd Party Cookie Phase-out Breaking up with cookies doesn’t have to leave you heart broken. Google’s Third-Party Cookie Phase-out n December 2019, Google Chrome had a leading share Iof the web browser market – over 56%. In January 2020, Google announced that within two years, it will phase out third-party cookies. Thoughts immediately fled to old headlines around how German publishers saw almost a 40% drop in bidding activity when Firefox (the market leading browser in this market) enabled enhanced tracking protection (ETP). So it’s no wonder concern is rife. In an advertising landscape where cookies are crumbling, reliance on first-party data is likely to increase, heightening the importance of collecting it through a value exchange. 56% But what does this mean for your business? Is there cause for concern? And should you start to make changes to the way you operate? Google In this report, a taskforce of specialists across iCrossing demystify information shared by Google and contributors to Google Privacy Sandbox and share their collective point of view on what steps you should be taking at this stage of the shift. As this is an evolving topic, over the next 17 months and beyond, iCrossing will continue to share our thoughts from a cross-disciplinary perspective, to help you navigate and manage this transition. Krishan Gandhi Director of data strategy & analytics 2 Google’s Third-Party Cookie Phase-out We are all in this together, but what does this cookie break-up mean for my business? or large enterprise businesses – particularly in retail or finance Fwhere customer activity is frequent, we’d expect that first-party data collection is not a new ambition, having collected data through compelling value exchange for several years.
    [Show full text]
  • Importance of Your First Party Data and What Do You Need to Know About Privacy to Succeed in the Market
    Importance of your first party data and what do you need to know about privacy to succeed in the market July 2021 Who We Are Hosted by: Karolina Magda Wójtowicz Kraszewska Partner Manager CEE Platforms Partner Account Google Marketing Manager Platform Proprietary + Confidential Proprietary + Confidential Technology changes Proprietary + Confidential Rising user expectations for online privacy are affecting users and marketers alike Growing concerns from users, driven by … and marketers are seeing direct business missteps across the ecosystem have reduced impacts based on how well they’re building consumer trust... and sustaining user trust. of consumers say that in the past of people globally have stopped buying year they have become more or using a service from a company concerned with how companies 81% 48% due to privacy concerns.1 are using their data.1 of consumers say they are not return for every dollar a company confident their privacy is protected spent on privacy (cost of 59% by companies whose services or 2.7x compliance, privacy certifications, products they use online.2 maintaining data security).2 Source: 1Consumers kinda, sorta care about their data; 2Axios|SurveyMonkey poll: privacy deep dive Proprietary + Confidential Technology changes are fundamentally altering the foundations of the digital ads industry ! 3P Web Cookie is Browsers begin to cut Chrome announces Chrome announces plans Ecosystem is collaborating developed support for 3P cookies [ITP] Privacy Sandbox to phase out 3P cookies on alternatives 1994 2019 2019
    [Show full text]
  • Playing Fair in the Privacy Sandbox: Competition, Privacy, and Interoperability Standards
    Playing fair in the Privacy Sandbox: competition, privacy, and interoperability standards Mark Nottingham* Abstract Google’s Privacy Sandbox proposals to change the Chrome browser in ways that are likely to further advantage them over other publishers and advertising platforms has attracted the attention of competition regulators, the online advertising industry, and critics of their platform power. At the same time, the Privacy Sandbox appears to answer a call from data protection regulators, privacy advocates and users for ‘privacy by design,’ moving in lockstep with its industry peers. How, then, should this behaviour be evaluated for abuse? I argue that there are several hurdles to considering the most controversial Privacy Sandbox proposal – blocking third-party cookies – as an abuse of market power. Furthermore, I propose that, because web browsers are an architecturally regulated market, competition regulators should distinguish unilateral behaviour by examining it in the context of other browsers’ behaviours, along with signals regarding consensus from the relevant standards bodies. I Introduction The UK Competition and Markets Authority (CMA) recently announced an investigation into Google’s Privacy Sandbox proposals1 because of their potential to ‘undermine the ability of publishers to generate revenue and undermine competition in digital advertising, entrenching Google’s market power.’2 Geradin, Katsifis, and Karanikioti support this view, concluding that ‘Chrome’s policy change raises… antitrust concerns, in that it may distort * Mark Nottingham is a student at Melbourne Law School, Chair of the IETF HTTP Working Group, and recently a member of the Internet Architecture Board. Previously, he was a member of the W3C Technical Architecture Group.
    [Show full text]
  • How Will Google Privacy Sandbox Impact E-CRM of Danish Smes?
    How will Google Privacy Sandbox impact e-CRM of Danish SMEs? A single case study with Freeway ApS MSC INTERNATIONAL MARKETING MASTER THESIS Andreas Mendys & Jens Jensen Supervisor: Svetla Marinova 2. JUNI 2021 Executive summary The goal of this master thesis is to determine how Google Privacy Sandbox will affect e-CRM of Danish SMEs in e-commerce. In the study of this, a literature review has been made. This aims to determine the topics of GDPR, e-CRM and Google Privacy Sandbox, as well as how they affect each other. From this, a priori framework has been made which has formed the basis for the analysis. In the preparation of the analysis, the effect of Google Privacy Sandbox on e-CRM in Danish SMEs has been studied. Next, it has been examined what this requires from Danish SMEs and finally how this corresponds to consumer expectations. To examine these three areas, both qualitative and quantitative methods have been used. This is made possible by our scientific position as a critical realist. A semi-structured interview and four e-mail interviews have been conducted with competent people in the field, all of whom have given detailed answers according to their specializations. In addition, an online survey has been conducted, which is distributed through the social media platforms Facebook and Linkedin. Here, 64 respondents managed to answer. Knowledge that we acquired through the literature review revealed various factors that could affect e-CRM in SMEs. For this particular master thesis, the focus is Google's innovation of GDPR, which culminates in Google Privacy Sandbox.
    [Show full text]
  • Me2b Alliance Bi-Monthly Meeting February 1, 2021
    Me2B Alliance Bi-Monthly Meeting February 1, 2021 Agenda ▪ Organization News ▪ 2021 Planning Update ▪ Updates from the Working Groups ▪ Key 2021 Events Organization News ▪ Please welcome new director on our News board, Cam Geer ▪ Soft Launch Status Exploring new community platforms • Problems: • Membership platform currently embeds use of reCaptcha • Lack of communication in WGs and in general • Feedback & Suggestions from community • Contemplating going back to email-based communication for WGs and all members. 2021 Planning Update 2021: Building a Diverse Culture & Launching Me2BA Me2B Alliance Roadmap Me2BA Diverse Culture & Product Testing + Org Launch Me2BA Birth - Diversity at all levels Me2B Propagation - Me2B Certification 1.0 - Multiple Labs? - Education – Me-s, B-s - March 2019 first Me2B - ISO spec? - Continuous Validation Testing Alliance teleconference. 2020 2022 2019 2021 2023 Me2BA Strong Foundation Me2BA Scaling - Me2BA Certification 0.5 - Scaled Certification - Me2BA Membership & - Me-Membership Growth Community (Soft Launch) - B-Membership Growth - Validation Testing Leadership Key ▪ Commercial launch of org and product Objectives testing. ▪ Build a diverse, equitable and inclusive 2021 culture. ▪ Raise visibility of organization so that tech experts, lawmakers and business leaders know who we are. ▪ Create meaningful value for everyday Me-s. ▪ Diverse sources of grants/funding. Working Group Updates ▪ Building a diverse, inclusive and Diversity, equitable culture ▪ We need participation and input from Equity & marginalized
    [Show full text]
  • CMA GCPS Commitments Consultation
    8 July 2021 Competition and Markets Authority (CMA) By email to: [email protected] Re: Mozilla’s Response to the Public Consultation on Proposed Commitments in respect of Google’s ‘Privacy Sandbox’ Browser Changes by the United Kingdom’s Competition and Markets Authority To the CMA: Mozilla welcomes this public consultation on the proposed commitments (hereafter collectively referred to as ‘Commitments’) offered by Google. We believe that meaningful opportunities for market stakeholders to engage with competition remedies can better inform competition outcomes and commend your efforts in this regard. Today regulators and technology companies together have an opportunity to improve the privacy properties of online advertising—an industry that has not seen privacy improvement in many years. We strongly support Google's Commitments to refrain from self-preferencing when using the Chrome Privacy Sandbox technologies and not to combine user data from certain sources for targeting or measuring digital ads on first and third party inventory. This is a positive change that all dominant platforms should embrace beyond just advertising or browser technologies to ensure a fairer and more equitable web. Our submission addresses two issues that—if added to the proposed Commitments—will help ensure a safer online experience for consumers and more competitive internet for all companies. ------ About Mozilla 2 Summary 2 The Standstill Period Should be Narrowed to Ensure Expeditious Consumer Protection from Online Tracking 3 A False Binary between Competition and Privacy Should be Rejected 4 Structural Solutions Should be Used to Limit First Party Data Use 5 The Commitments Should Require Engagement through Formal Open Standards Processes & Timelines 6 Standards Underpin a Decentralized & Interoperable Internet 7 Commitment to Final Standards, Deployment & Timelines by Influential Stakeholders is Necessary for Effective Competition 7 Recommendations for Chrome Privacy Sandbox Proposals 8 Conclusion 9 I.
    [Show full text]
  • Digital Trends to Watch in 2020
    February 2020 DIGITAL TRENDS TO WATCH IN 2020 www.harmelin.com A new decade is the perfect time to look both backward and forward. By TABLE OF any standard, the past ten years in the digital media landscape have CONTENTS included monumental changes – some positive, others less so. As we PAGE look at 2020 and beyond, we see no signs of the digital environment 1 TECHNOLOGY WILL COMPLICATE THE CUSTOMER EXPERIENCE 3 slowing down when it comes to 2 AUGMENTED REALITY CONTINUES TO GROW IN NEW & INNOVATIVE WAYS 5 change, innovation, and even potential conflict. 3 THE ECOMMERCE & PHYSICAL RETAIL LINES BLUR 7 With that in mind, we present 4 INFLUENCER MARKETING WILL NOT SLOW DOWN 9 Harmelin’s fourth installment of Digital Trends to Watch – our 5 TIKTOK – A VENDING MACHINE OF UNLIMITED SNACKABLE VIDEOS 11 curated selection of trends you should pay attention to now, and 13 6 ESPORTS CHALLENGES THE OTHER MAJOR SPORTS LEAGUES that you’ll be hearing more about in the coming months. While this 2020 7 THE STREAMING WARS GET FIERCE WITH MORE FRAGMENTATION 15 list only scratches the surface, these 8 THE DEATH OF THE COOKIE... OR TRACKIN’ AIN’T EASY 17 are eight important aspects of the digital ecosystem that will impact your business moving forward. 2 1 from bikes to trains to video games... TECHNOLOGY In 2018, we witnessed the demise of Toys “R” Us. While this WILL COMPLICATE may be a testament to Amazon’s dominance, it can also be attributed to missteps leading to poor consumer perceptions, which in turn led to the need to close its stores.
    [Show full text]
  • Google Sandbox
    Will Google Play Fair in the ‘Privacy Sandbox?’ RACING INDUSTRIES On August 22, Justin Schuh, a director on Google’s Chrome Engineering team, introduced the company’s plans for a “privacy sandbox,” a colorful title for its initiative that purports to strengthen web privacy. The news appeared on Google’s blog in an article titled “Building a more private web.” According to Schuh, the need for a privacy sandbox stems from certain data practices that “don’t match up to user expectations for privacy.” He suggests that when other browsers allow the blocking of cookies, it actually undermines privacy “by encouraging opaque techniques such as fingerprinting.” The fingerprinting technique consists of developers harvesting small bits of data that are unique to users and that collectively can generate a unique identifier that’s available across sites. Schuh claims that Google Chrome wishes to prevent such a practice: “Unlike cookies, users cannot clear their fingerprint, and therefore cannot control how their information is collected. We think this subverts user choice and is wrong.” In his August 26 article on ArsTechnica.com, Timothy B. Lee helps demystify the concept of a privacy sandbox for the rest of us: “Under this approach, the browser would impose a hard cap on the amount of information any site could request from the browser that might reveal a user's identity. If a site exceeded the cap, the browser would either throw an error or it would return deliberately inaccurate or generic information.” Google’s Schuh also claims the blocking of cookies has a steep effect on income for publishers; he says that when ads are made less relevant, such revenues decrease by an average of 52%.
    [Show full text]
  • The Cookieless World
    The Cookieless World A Guide for the New Era of Digital Marketing 29 June 2021 Media // / / Media // / / © 2021 dentsu | all rights reserved The Big Picture Cookies have been the backbone of the open internet, but the clock is ticking on third-party cookies, and we need to plan for the disruption tomorrow by rethinking data strategies today. The end of support of third-party cookies by the most popular web browsers - and the rise of other types of tracking prevention - impact organisations across three key dimensions. This, coupled with the emergence of privacy legislation around the world, leads to a significant and long-term change in the digital marketing ecosystem. First, it transforms the conditions of data management, making the notions of user consent and positive value exchange key considerations for organisations. Then, it modifies how brands engage with people online, limiting some of the most widespread digital marketing tactics, such as retargeting. Finally, it changes how brands measure performance, making the path to conversion murkier. Some alternative routes are already known, such as the importance of nurturing first-party data sources. Others are still in development, such as Google’s Federated Learning of Cohorts (FLoCs), each with different potentials for scale, levels of investment needed, and infrastructure requirements. For most brands, business continuation and growth are not likely to come from a single alternative, but from a blend of alternatives unique to their needs. In many instances, we believe it will likely be based on a combination of first- party data relationships, partnerships with walled gardens, non-audience- based targeting solutions such as contextual targeting, and hybrid measurement models.
    [Show full text]