First-party Cookies

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.

2023 has been a year of big changes for marketers. Artificial Intelligence tools like ChatGPT have transformed how many of us do our jobs, third-party cookies are on the cusp of being retired, and consumers have become more privacy-conscious than ever before. Despite the enormity of these changes, in many ways they’ve just set the scene for the big things to come in 2024. To understand what’s going on, we’ll briefly review MarTech trends in 2023, and then dive into the top MarTech trends in 2024.

Welcome to the era of the cookieless world, where the landscape of digital advertising is undergoing significant changes. With the imminent phase-out of third-party cookies, the role of first-party data is becoming increasingly crucial. In this article, we’ll delve into how advertisers are navigating this shift and harnessing first-party data to fuel retargeting campaigns effectively. Let’s take a look at innovative solutions like OBTD (Outcome-Based Turtledove) and delve into practical use cases and technical details in this evolving digital ecosystem.

Google proposed that instead of deprecating third-party cookies for all users in Chrome, they will let users decide whether to allow third-party cookies in the browser. Google also emphasized their continued investment in the Privacy Sandbox to ensure its performance and utility.

Digital advertising continues to evolve at a rapid pace, driven by technological advances, changing consumer behaviors, and shifting privacy regulations. We recently sat down with Jaysen Gillespie, Vice President of Global Product Commercialization at RTB House, to discuss IntentGPT, one of our most significant recent innovations. Gillespie has been instrumental in leading the development and commercial rollout of this technology, which represents a fundamental shift in how advertisers can understand and act on user intent across the web.