Cookie Deprecation: 3 Survival Tips for Advertisers

There’s a lot to be said about how publishers will be impacted by a cookieless world, but advertisers are in a similar boat: They’re also faced with the task of revamping their ad targeting strategies and finding new, data-rich channels through which to drive engagement.

According to a recent study from Epsilon, 80% of marketers are still reliant on third-party cookies and 83% expect their advertising efforts to be affected when those cookies go away. Yet less than half are “very prepared” for this inevitable shift.

Worried that cookie deprecation will negatively impact your business? Contact us to make sure that doesn’t happen!

Evidently, advertisers have some work to do in preparation for cookie deprecation. They need to be at the ready with innovative approaches for surviving a world where Google stole the cookies from the cookie jar (i.e. disabled third-party cookies from its Chrome browsers).

On that note, here’s what advertisers have to know about cookie deprecation — and what to do next.

What is cookie deprecation?

First, let’s break down this term into its two parts:

Combine those words together and you have cookie deprecation: the phasing out of third-party cookies from browsers across the Internet.

In fact, Google is actually a bit late to the party. Safari and Firefox have already disabled third-party cookies on their platforms. The big deal here is that Google Chrome is responsible for a whopping 64% of global browser market share, while Safari only covers 19% and Firefox covers 4%. Understandably, Google’s announcement set advertisers in motion, challenging them to prepare for advertising without cookies.

Just to clarify, advertisers can also use first-party cookies to track audience behavior. The difference is those cookies are created by and stored by an individual website — such as a publisher tracking its own readers. They’re not tied to a specific third-party browser, like Chrome or Safari, so they can’t be accessed by other websites across the internet.

What does cookie deprecation mean for advertisers?

A world without cookie-based advertising is sure to feel strange for most advertisers. For years, they’ve been relying on this one type of tracking data to follow users across the web and launch targeted, personalized advertising campaigns.

With cookie deprecation on the horizon, here’s what advertisers can expect:

Get ready for the end of third-party cookies! Click here to get your solution in place.

What are helpful solutions for advertising without cookies?

Yes, a cookieless world will shake up the advertising landscape and change ad targeting as we know it. But the good news is this will actually benefit advertisers in the long run, since they’ll be able to enjoy having more control over their data and more innovative solutions for delivering personalized experiences.

They just have to put in a bit of leg work now to prepare for the shift.

Specifically, here are best practices advertisers can use to survive cookie deprecation:

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Jeeng AdMarket helps advertisers do all of the above — and then some. We’ll match your brand with premium publishers in our network so you can reach audiences across the most engaging and trusted channels like email, newsreaders, websites, and push notifications.

Our fully managed service also puts the power back in your hands and gives you peace of mind with access to detailed reporting and optimization strategies. So you always know you’re making the most of your advertising campaigns.

Take a second and think: Are you truly prepared for a cookieless world? Contact us for a demo to make sure.

This article originally appeared here.

I help publishers and advertisers take back ownership of their audiences with first-party data, and send personalized automated multichannel messages.