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Publishers and third-party cookies: State of the industry

What's New in Publishing 08 Apr 2021 07:30

A great deal has been written about the deprecation of the cookie since the first major players began switching off third-party cookies. Fast forward to 2021, and the developments seem to be moving at a much faster pace – this time with Google firmly in the spotlight.

First, the tech giant announced it would switch off third-party cookies within two years. Soon after, the Competition and Markets Authority (CMA) launched an investigation into the company’s suspected breaches of competition law. Then came two further announcements from Google: firstly, that FLoC (Federated Learning of Cohorts) would replace third-party cookies; and secondly, that it would cease to collect advertising identifiers in iOS.

With key stakeholders confirming that the majority of digital advertising still relies on third-party cookies, now is the time for publishers and brand advertisers to consider how they might best survive the soon-to-be depleted cookie jar. However, as the IAB’s latest update reveals, there is a distinct disconnect between the importance of post-cookie-era solutions and business readiness. In fact, two-fifths of respondents (40%) admit they aren’t fully prepared for the change.

This article is an extract from our free to download report, How Publishers Can Swap Out The Cookie Jar.

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Competition and Markets AuthorityGoogleChris HoggData Management PlatformRemi Cackel
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