With this post, we are excited to announce the launch of our Cookieless Future Webinar Series. The Association of National Advertisers will host our first program on Thursday, July 29. Register here to attend free.
The so-called “cookieless future” is a result of Google’s planned deprecation of third-party cookies on its Chrome browser, which it announced in January 2020. With a significant amount of digital advertising activities being dependent on information collected by third-party cookies, Google and the rest of the advertising technology industry, as well as publishers and advertisers/marketers, are developing and seeking out alternatives. Central to the non-Google technology will be alternative ID solutions based on information other than cookie IDs, such as email addresses. Because the effectiveness of an organization’s use of certain cookie replacements, such as alternative ID solutions, will likely hinge upon the quality and amount of its first-party data, many companies are amassing troves of first-party data in a variety of ways.