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Two initiatives to protect your revenue in a cookieless future

At the beginning of 2020, the Google Chrome team announced an earth-shattering change for digital advertising:  Within two years, Chrome will cease supporting third-party cookies — the technology that underpins online advertising as we know it today. While first-party cookies...

By Paul Bannister

At the beginning of 2020, the Google Chrome team announced an earth-shattering change for digital advertising: 

Within two years, Chrome will cease supporting third-party cookies — the technology that underpins online advertising as we know it today.

While first-party cookies restrict tracking to the domain that drops the cookie, third-party cookies allow user tracking across multiple websites. Most of modern digital marketing is based on these third-party cookies, allowing advertisers and advertising technology companies to understand more about users and deliver ads based on that information. 

Today’s ad-funded content model is centered on the value of this information exchange. Users “pay” for free content on publishers’ websites with information that allows advertisers to serve them targeted ads.

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