The Death of the Cookie

Yesterday, Google announced their plan to officially shut down third-party cookies in Chrome over the next two years. Although not a surprise – Safari and Firefox browsers have already effectively done away with cookies (and many related technologies) via ITP and ETP – Google’s announcement and the death of the cookie will create a tectonic change in the digital ecosystem. 

CafeMedia has been at the forefront of understanding the impact of these types of industry changes and mitigating against them on behalf of our publishers (12 3), and this upcoming change will be no different.

What’s Changing

Google’s forthcoming change will finally do away with third-party cookies, replacing them with a technology called the Privacy Sandbox.  The Privacy Sandbox will have features that give advertisers some capabilities for targeting, tracking and measurement, radically changing the means and methodology while increasing security and user privacy significantly.

How CafeMedia Helps Publishers Adapt + Stay Ahead

• Robust Contextual Capabilities
  As advertisers change the way they buy, one of the main technologies they will move to is contextual advertising. About 2.5 years ago, CafeMedia built our own contextual targeting system, Marmalade, which we leverage for all of our direct advertiser relationships. Marmalade has been upgraded repeatedly and is now augmented by Oracle’s Grapeshot – putting us well ahead of the renewed contextual targeting trend.
• Industry Advocacy
  CafeMedia is an active member of the Interactive Advertising Bureau, Prebid Organization and other standard-setting organizations that are controlling and defining the future of digital advertising. As industry standards change, CafeMedia is committed to driving the conversations around them, acting on behalf of our publishers.
• Advertiser Direct Relationships
  In a world where user tracking is diminished, one of the best ways to maximize revenue is with direct advertiser relationships. Our direct sales team has been building relationships with advertisers for over a decade, using our contextual targeting systems and other products to bring enhanced ad solutions directly to advertisers.
• Advanced Technology + Strategic Partnerships
  CafeMedia continuously tests and develops new technology, with new solutions in the works as cookies go away. Additionally, our partnerships team has been creating unique, strategic relationships with advertising technology companies to bring CafeMedia publishers exclusive demand.
• A Team of Experts
  Not only do we have the best and largest team in the ad management industry, but we’ve been adding talent from some of the most respected companies in the media and advertising technology world – Pubmatic, Comscore, Kargo, Ask.com/IAC, Scripps, AOL/Verizon to name a few. Our team is the most important part of what will keep us ahead of these major industry trends, and we’re continuing to hire and grow to push even further ahead.