INMA report looks at advertising and data ramifications of third-party cookie phaseout

By Dawn McMullan

INMA

Dallas, Texas, USA

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The phaseout of third-party cookies in 18 months is changing the digital advertising ecosystem and prompting news media companies to accelerate first-party data strategies that redefine what makes advertising relevant to users, according to a report released today by the International News Media Association (INMA). 

“The Third-Party Cookie Trigger” report by INMA CEO Earl J. Wilkinson explores the ramifications to media companies of Google Chrome’s discontinuation of tracking cookie placements in 2022: 

  • Data strategies and advertising: How data strategies must adapt to advertising needs as well as the needs of internal publisher clients such as subscriptions, editorial, marketing, and more. 
  • Content consumption as primary relevance signal: How the capture of first-party content consumption data is a better signal for relevance than cross-site tracking.
  • Authenticated users: How publishers must accelerate the shifting of its browsing audience from anonymous to authenticated to capture first-party data that makes advertising more precise. 
  • Audience segments for advertisers: How new creativity in building audience segments for advertisers is rising, along with best practices in data capture that makes these segments more robust. 
The 65-page INMA report looks at the decades-old buildup of data strategies and digital advertising fueled by third-party data — and what comes next.
The 65-page INMA report looks at the decades-old buildup of data strategies and digital advertising fueled by third-party data — and what comes next.

Combined, these represent the new digital currency for targeting and measurement for news media companies redefining advertising value with the creative use of first-party data. 

“What we have set out to do in this report is put this complex story in context and make it approachable,” Wilkinson said. “This is a story of how media data practices and the complex digital advertising ecosystem merge into this trigger moment where the phaseout of third-party cookies opens the door to rethinking the best way to serve up precise advertising and what the publisher needs to do to make that happen.” 

The 65-page INMA report looks at the decades-old buildup of data strategies and digital advertising fueled by third-party data. It looks at the ramifications of the third-party cookie’s elimination and possible outcomes for news publishers. It concludes with a look at the emerging publisher playbook for creating new value for advertisers with first-party data, punctuated by best practices.

“The Third-Party Cookie Trigger” is available for free to INMA members and available to non-members for US$795, which includes one year of association membership, all strategic reports, Webinars, and access to all INMA content and peer connection tools. The report may be downloaded or purchased at www.inma.org/reports.

Banner image courtesy of Adrienne Andersen from Pexels.

About Dawn McMullan