Blog 6 min 11/25/2020

Future of Third-Party Cookies: Your Questions Answered

future of third-party cookies

Third-party cookies have undergone a massive identity crisis over the past several years. Publishers and vendors have been challenged with adapting to changing regulations and nuanced regional guidance limiting cookie useAnd after publishers settled into those changes, Google shook up the market when they announced the end of third-party cookies on Chrome. This left publishers, marketing professionals, and ad tech vendors wondering what a future without third-party cookies would look like.  

In our webinar, Preparing for the Removal of Third-Party Cookies, Zachary Faruque, Offering Analyst for OneTrust PreferenceChoice, simplified the complicated world of online advertising while providing insights into the impact of privacy regulations, and recent technology changes. 

We discussed the challenges faced by advertisers and identified new ways to reach consumers in a post-cookies world. These solutions include cross-device consent and creating a profile for users based on identity.  

Here are the answers to your most pressing third-party cookies questions: 

Will the Removal of Third-Party Cookies Mean the End of Real-Time Bidding? 

Yes. No. Maybe? The honest answer is time will tell if the removal of third-party cookies will be the end of real-time bidding. In the immediate future, there will most likely be a loss in programmatic revenue that is dependent upon third-party cookies.    

Looking ahead, what we can say is there are a few alternatives that have been put forward to replace third-party cookies by the programmatic industry, IAB taskforce, W3C, Google Ideas, Trade Desk. Most of these ideas revolve around having an identifier – which may be conflict from a privacy perspective. These alternatives may provide some balance to the programmatic revenue that is dependent upon third-party cookies.   

What is the Brave Browser?   

Brave is a privacy-centric browser developed by Chromium that does not support third-party cookies or other tracking technologies. According to Forbes, Brave is capturing a decent share of the web browser market with 20 million users to date, up 130% from last year.  

What sets Brave apart from other browsers?  

  • Privacy-by-default standards  
  • Anti-Third-Party Cookie Ad Personalization/Cookie Matching 
  • Brave’s business model relies on ad blocking & running ads on its network 
  • Brave rewards program  that monetizes customer’s attention and rewards content creators 

What is Facebook Pixel? How does Facebook’s Limited Data Use Affect this?  

The Facebook Pixel is a tracking technology involving a small piece of code that goes on a website to attract visitors to your website. The Facebook Pixel works in two ways to either attract targeted audience members who will make a purchase or convert visitors to a lead.   

Earlier this yearFacebook released the Limited Data Use to give businesses more control over how their data is used and to better support efforts to meet compliance with CCPA. By default, Facebook will implement limited data use. For example, any consumer from CA will be able to turn the limited data use on. Publishers will have to turn that off. Facebook originally automatically opted everyone out, this is something that will be addressed over time.   

To learn more watch our webinar: Facebook’s New LDU Feature for CCPA: What This Means For You  

Can Companies Bypass Third-Party Cookies Through Direct Sharing?   

This is always an option as long as you have lawful bases for processing data (excluding international transfer). If you are open, transparent, and ask for consent there is nothing to stop you from doing that, but––that is one area you need to work with your legal teams on.    

Final Thoughts   

We can all definitively expect that there are several changes in store for the ad tech industry and marketers moving forward. The best thing you can do now is gradually preparing for the removal of third-party cookies by building trust with your existing audience to drive opt-in rates and share zero– and first-party data.    

Listen to the recording: Goodbye Cookies, Hello Identifiers: How to Win in a Multi-Device World 

Further Removal of Third Party Cookie reading:  

Next steps on Preparing for the end of ThirdParty Cookies:  

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