The loss of third-party cookies could be costly for publishers and broadcasters. With the inevitable demise of third-party cookies, publishers and advertisers will lose valuable metrics like reach and frequency, which could result in advertisers cutting back on ad spend. The industry will need to find new ways to deliver targeted advertising across multiple devices, but with the fragmentation of the industry, this will be a major challenge. Publishers will need to focus on creating first-party data through subscriptions or loyalty programs to maintain relationships with audiences, whilst building new partnerships with technology solutions that can help deliver increasingly sophisticated advertising strategies. The loss of third-party cookies presents an opportunity for the industry to evolve, but only for those willing to invest in their future.
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Google keeps pushing back its deprecation deadline for third-party cookies, with the latest target set for the end of 2024. Brands across industries are bracing for the impact, but those who rely heavily on third-party cookies to power their marketing intelligence are in for a bumpy ride. For affected businesses like broadcasters and publishers, two sectors that historically lean on third-party cookies, there are two ways to respond:
Loss of third-party cookies could cost publishers and broadcasters – unless they act was originally published on EPS US – Blog