Kacper Polewiak

The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

The cookieless future is fast approaching, and this means that brands need to rebuild their marketing strategies around alternatives to third-party cookies. Navigating this new environment will require mastering a suite of tools, including another type of cookies: first-party cookies.

To understand how you can make the most of first-party cookies, let’s dive into what they are, how they work, and how advertisers use them.

This article aims to complete the round of quality tests performed on the sampled Seller-Defined Audiences signals we received from the sell side. While the previous article investigated contextual SDAs, this one will focus on user SDAs and verify how they reflect reality. The tests in this section varied from the ones performed on the contextual signals as the nature of the user type differs. The first test relied on a manual check of an assignment mechanism, while the second one was based on a survey campaign.

Despite their seemingly innocent name, cookies have found themselves at the heart of one of the internet’s biggest privacy revolutions. Specifically, third-party cookies have come under fire from privacy-advocacy groups, ultimately leading Google to work towards a cookieless future. This change will have significant implications for advertisers, as third-party cookies have been an essential targeting technology since their inception.

Let’s dive into the implications of Google’s decision and how you can prepare for the cookieless future.

The cookieless future is fast approaching. This decision by Google, sparked by very real privacy concerns, removes a key personalization capability for advertisers: third-party cookies. To counteract this, Google has been building a series of tools to replicate their functionality, and today we’re going to dive into one of them: Google Topics API.

Google is coming for your cookies, and not the tasty kind lying safely in a tin in your kitchen, but the third-party ones that sit in your browser, watching, waiting, and storing all kinds of information. This has major implications, some good and some bad, for marketers and consumers alike. It also means that many of our old tools will soon become obsolete. However, you don’t need to crack open your tin of real cookies and start stress-eating yet. There are plenty of new tools on their way, one of which we’re going to get into today: The Protected Audience API.