The Cookie Monster: the demise of third-party cookies

The Drum 16 Oct 2020 12:00
By Jordan Fisher-16 October 2020 13:00pm

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Capgemini Invent advice marketers on how to make the most of changes to third party cookies.

You can barely visit a website nowadays without being bombarded by a cookie pop-up, taking over your screen, asking you to allow or deny permission for a plethora of use cases for cookie data. Although the implementation of these consent management tools is often shabby and over-complex for the end user, the rationale for doing so is extremely important to meet growing consumer expectations regarding their data.

Regulations have been slow to keep up until recently, with the dawn of the privacy and consent era. Legislations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) now rule the internet roost. They have forced brands to give consumers more control over their data, along with a better awareness of how and where it is being used. From a consumer’s perspective, this is brilliant news, but for an advertiser it’s about to cause a whirlwind of trouble.

Advertisers spend billions annually – $19.2bn in the US in 2019 to be precise – on acquiring third-party audience data and building solutions to analyze and interpret it. In theory, after the blocking of third-party cookies from Google Chrome and other internet service providers (ISPs), much of this will no longer be possible – in its current form at least.

What are the alternatives?

Secondly, the alternatives are complex. Raw data requests, for example, require a server-server setup, which is a complete change of tact, meaning new ways to track, trade and measure ads need to be created and integrated into both DMPs and DSPs.

So, what should advertisers do?

To learn more about this topic, download and read about Capgemini’s Content Explosion offer. If you want to discuss this topic in further detail, you can get in touch with us here.

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