Get ready for the cookieless world

Get ready for the cookieless world

Hey there. Happy New Year! It is 2024 now. Nearly 40% of the web is cookieless and the largest player is disabling 3rd party cookies really soon, too. And on top of that the impact could turn out to be pretty significant. According to a study carried out by Google in 2019 publishers may see a drop in revenue to 52%. It refers to publishers monetising with programmatic via Google Ad Manager. 

Cookie deprecation timeline

  1. In Sep 2017, Safari released Intelligent Tracking Prevention (ITP), blocking cross-site tracking by default
  2. In Sep 2019, Firefox started blocking third-party cookies by default
  3. In Jan 2020, Microsoft Edge started blocking third-party cookies by default
  4. In 2024, Chrome will start blocking third-party cookies by default

What are user Ids?

User IDs are unique identifiers assigned to individual users, allowing publishers, SSPs, and DSPs to recognize and track their audience across multiple visits and devices. User IDs can be probabilistic, deterministic or hybrid. Identity and addressability features, such as User IDs, are vital for website monetization since they play a crucial role in driving revenue and maximizing the effectiveness of advertising campaigns.

Our solution

We offer a  single solution, that can utilise the most important products and features currently available in the industry to continue generating the maximum revenue for our clients from all demand sources - Google, Amazon and Prebid SSPs. Created with the publisher and regulations in mind, it's easy to integrate, secure and compliant with the applicable regulations. It may be required for your privacy policy to be updated.

Requirements

  • A CMP providing a valid consent string
  • A "Change consent" link
  • Update Privacy Policy - to include the clauses listed in Platform Privacy Notice under Publisher Identifier Features
  • The privacy policy must be in an accessible location on the landing page of the site (cannot be hidden under ad layers, impeded by infinite scroll, etc. 
See how to implement it here OneFMS User Identity Solution Implementation.