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Third-Party Cookies and Advertising

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

The phaseout of third-party cookies in 2022 will change the digital advertising ecosystem and force news media companies to accelerate first-party data strategies that redefine what makes advertising relevant to users. In these curated articles, learn more about how publishers are aiming to flip the script, while simultaneously participating in the ad tech ecosystem’s re-write of cross-site tracking for digital advertising. You also will get a hint of what the emerging first-party data playbook is for news media companies.

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Third-Party Cookies and Advertising”

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

In 18 months, advertising data as we know it will radically change. In this 65-page report, INMA looks at the third-party data that has built an entire advertising revenue model and how disassembling it is one of the most challenging and promising transitions the industry has traversed.

30 June 2020

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With third-party cookies in the rearview mirror, why media should celebrate

While the end of third-party cookies has many news media companies scrambling, most industry experts believe this is the needed push to get publishers on a better data path.

13 May 2020

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5 case studies in data beyond third-party cookies

During the INMA Virtual World Congress, executives from Financial Times, The Washington Post, Amedia, JP/Politikens Hus, and Aller Media share how they are being proactive in the move to first-party cookies.

13 May 2020

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Is news media ready for the growth opportunities in a cookieless future?

An INMA Webinar took a deep look into a future without cookies and what this means for publishers when it comes to data and readers. This change will require a big shift in three areas: programmatic advertising, identity resolution, and attribution rethink.

29 April 2020

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How Torstar transformed from legacy media to data-fueled

Journalism is at the core of Torstar. With that in mind, here’s how the news media company transitioned in a two-year span to prioritise first-party data, get a 360-view of its customers (audience and advertising), and unlock revenue with better data tools and talent.

04 September 2019

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Guardian: RIP third-party cookie, hello news brand building

The recent change by Google Chrome in third-party cookies means 2020 will be a transformative year for digital advertising and news media publishers. This follows Mozilla Corp’s Firefox doing so in June of 2019 after Apple’s Safari blocked them in 2017.

03 February 2020

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You got a registered user, now what? 4 steps to user engagement

Registered users may not be aware of all the features available, and it is a media company’s responsibility to educate them. Here are four ways to do just that.

19 December 2019

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Ekstra Bladet, JP/Politikens Hus launch platform to address third-party data blocking

In response to increasing limitations placed on the sharing of third-party user data, Ekstra Bladet and its publisher JP/Politikens Hus developed the Relevance platform, which enables media agencies and advertisers to reach their target audiences on mobile devices despite third-party data-blocking in Safari and other browsers.

09 December 2019

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From the Wild West to walled gardens, what news publishers should know about user data

Facebook, Alphabet, Amazon, and Apple have strategically built structures that allow them to collect and exploit user data to the benefit of digital advertising. Where do news brands and their advertisers fit on this new playing field?

08 July 2019

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What 2021 looks like for news publishers

INMA wrapped up its Virtual World Congress on Thursday with a look at the uncertain year ahead. What do publisher moves during the 2020 pandemic look like in the rearview mirror, and what does that look moving forward? What ultimately will change after this disruptive period?

28 May 2020

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Brandscope: Contextual insights that help brands understand their audience

Building on the success of Readerscope -- which gave brands insights into 3rd party audiences -- we identified an opportunity to give more catered insights into a brand’s target audience. While Readerscope insights were loved by many clients, there was still a need to dive even deeper into specific ...

01 March 2020

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Programmatic has taken a huge hit, but opportunities can be found

It seems there has been no good news from the advertising side of the pandemic crisis. Yet South China Morning Post has taken a proactive approach as it sets its sights on revenue gains, not just slowing revenue losses.

12 May 2020

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Why Chrome’s third-party cookie ban delay shouldn’t delay media’s response

Companies should continue to move away from third-party cookies and toward first-party data to respect user consent and privacy regulations.

09 September 2021

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As third-party cookies go away, media focus on new basics of advertising, audience engagement

On the second day of the INMA Latin America Conference, Javier Chanfreau, president of NGL Collective, discussed the end of third-party cookies while El País and Infobae shared case studies of engaging advertisers and readers.

29 August 2021

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Google executives demystify the end of third-party cookies for INMA members

Two executives from Google presented a Webinar for INMA members to explain the Privacy Sandbox Initiative and share its timeline for the phase-out of third-party cookies.

18 August 2021

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Companies see success with subscription, advertising business model transformations

The Hindu, Indian Express Online, and Ekstra Bladet are evolving their revenue strategies in response to industry and consumer trends.

15 August 2021

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New INMA report offers guide to media’s smart data strategy

Featuring 13 global case studies, INMA’s latest strategic report shows accelerating data insights is crucial as media companies embrace subscriptions and pivot on third-party cookie phaseout.

29 July 2021

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Digital advertising urgency is accelerating news media focus on data

INMA’s Asia/Pacific News Media Summit points to the revenue threat facing publishers from the third-party cookie phaseout in 2023 — and what APAC’s leading publishers are doing in response.

22 July 2021

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News Corp Australia maximises “earned attention” with first-party advertising data

Outcomes prove News Corp Australia’s investment in first-party data as the core of its digital advertising strategy is working.

19 July 2021

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South China Morning Post’s Lighthouse data platform builds highly accurate user profiles

SCMP’s in-house Lighthouse data platform, the first launched in Asia, gives the media company 80%+ confidence in audience segmentation. Here is how it transitioned the company from a third-party data to first-party data company.

18 July 2021

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News companies can thrive after the (delayed) cookie apocalypse

An INMA Smart Data Initiative Meet-up discusses Google’s delay of doing away with third-party cookies and how publishers can thrive in the post-cookie world.

30 June 2021

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5 media companies share how they use data to drive reader, ad revenue

Media24, Hearst Newspapers, Agora, Diar, and Ekstra Bladet shared their revenue-focused data strategies and lessons learned at a recent INMA Master Class.

29 June 2021

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SCMP Signal improves ad targeting with brand suitability

SCMP’s new brand marketing tool, SCMP Signal, uses three components — sentiment analysis, sensitive keywords tagging, and article readability analysis — to better understand what drives pageviews. Early results show a 40% increase in performance in some cases.

07 June 2021

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McKinsey partner shares advice on data privacy and media advertising

As the industry looks to a future without third-party cookies, Kabir Ahuja, partner/Media & Entertainment and High Tech Practices at McKinsey & Company UK, shared research and his thoughts on the future of news media advertising with INMA members during the INMA World Congress of News Media.

13 May 2021

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SCMP leads the exit from the open marketplace

South China Morning Post has become the first publisher in Asia to withdraw its inventory from the open marketplace and offer a non-OMP solution.

15 March 2021

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3 ways publishers will go back to the future when the “cookiepocolypse” hits

As browsers block cookies, publishers will need to use first-party data to measure attribution and begin moving away from programmatic ad revenue.

14 March 2021

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Google confirms plans to end tracking users, forever changing digital advertising

Google’s announcement on Wednesday surprised the news media industry in that the Big Tech company is offering no third-party cookie workaround. News publishers see opportunities for the fittest among them.

04 March 2021

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What the third-party cookie apocalypse means for media analytics

INMA Researcher-in-Residence Greg Piechota explains how the loss of third-party cookies will affect publisher and advertiser analytics.

24 February 2021

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How to create a first-party data strategy in the cookieless future

An INMA Webinar took a deep dive into the future without third-party cookies and how news media publishers can adopt a first-party data strategy for audience and advertising success.

27 January 2021

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Clarín Brand Studio creates better audience targeting for digital advertisers

As part of its campaign, Clarín Brand Studio published a branded content piece that talked about the new DS7 Crossback, while simultaneously running a display campaign optimised for different audience segments.

27 October 2020

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The Guardian shares its programmatic strategy as third-party data disappears

The Guardian takes a modern approach to data privacy and programmatic advertising with Guardian Origin, getting ahead of the curve in a cookieless future.

23 September 2020

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Using first-party data, Mediahuis Data Studio grows data-driven ad campaigns

The MH Data Studio uses its data management platform to analyse all first-party data and create different category-specific audiences that advertisers can use.

19 August 2020

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Apple announces IDFA, Google likely to follow

Apple’s IDFA announcement will likely shift advertisers to Google products initially because inventory and measurement will still be available.

27 July 2020

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The zero-party data strategy: Monetising data in a world without third-party cookies

INMA Presentation File

13 May 2020

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Reshaping data: Apple killed the cookie, so what are we going to do?

INMA Presentation File

13 May 2020

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Building a better Web: Privacy, context and the new media economy

INMA Presentation File

13 May 2020

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Optimising programmatic adtech at South China Morning Post

INMA Presentation File

11 May 2020

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A cookieless future holds opportunities for growth: Will you be ready?

INMA Presentation File

29 April 2020

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Data-driven advertising

INMA Presentation File

23 September 2019

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