Advertising TechnologyCookieless TargetingPublishers & MediaPrivacy & Data

4 Ways Media Execs Can Turn The Death Of Cookies To Their Advantage

Jason Kalin, Chief Business Officer – Nativo Jul 24, 2023

Frequently Asked Questions

What is the timeline for third‑party cookie deprecation referenced in the article?

The article references Google’s plan to begin phasing out third‑party cookies in Chrome within six months of the announcement and to complete the deprecation within roughly one year (timeline cited as of the article’s July 24, 2023 publication).

Why should publishers view the loss of third‑party cookies as an opportunity?

The article argues that moving away from third‑party cookies forces publishers to strengthen first‑party data, focus on privacy‑forward solutions, and reframe cookieless targeting as a benefit for advertisers — not just a limitation — thereby positioning publishers for long‑term growth rather than mere survival.

What practical steps can media executives take to prepare for a cookieless future?

While this short article is a framing piece, it points readers to practical guidance already available (linked resources) and suggests focusing on first‑party data strategies, transparent privacy practices, and messaging to buyers that highlights the benefits of cookieless targeting for campaign performance and brand safety.

How can advertisers benefit from cookieless targeting according to the piece?

The article suggests that advertisers can benefit if publishers articulate how cookieless targeting can improve campaign relevance and measurement in a privacy‑first way — shifting the conversation from loss of capabilities to the advantages of direct publisher relationships and better first‑party signals.

AI-Generated Summary70-80% of original length

Original Article

Digital Content Next | July 24, 2023 After what seems like an endless amount of anticipation, Google will begin phasing out third-party cookies in Chrome in six months, and fully within the next year.

At this point, today’s media executives have spent years being told that they need to prepare themselves for the deprecation of third-party cookies in Chrome. They’ve been assured that the significant limitations of third-party cookies mean their demise is no great loss in the first place, and they’ve been given step-by-step instructions for transitioning away from third-party cookies altogether.

The assurances are true. And the bits of advice are practical. But there’s more to the story—and it’s time for us to mentally take the next step on the journey to a cookieless digital ecosystem.

What if—just what if—the loss of third-party cookies is actually an opportunity for publishers to strengthen themselves for the long haul and position themselves for growth, rather than mere survival? While so many in the online ecosystem are busy calculating the anticipated downside of third-party cookie deprecation, there’s an opportunity for future-minded media executives to be flipping the narrative and telling ad buyers why cookieless targeting will be a boon to their campaigns.

Read the full article on DCN