Reports

The Third-Party Cookie Trigger

29 June 2020

Free for Members

US$795 Value

The phaseout of third-party cookies in 18 months 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.

“The Third-Party Cookie Trigger” explores the ramifications to media companies of Google Chrome’s discontinuation of tracking cookie placements in 2022:

  • Data strategies and advertising
  • Content consumption as the primary relevance signal
  • The need for authenticated users
  • Audience segments for advertisers

The 65-page report looks at the decades-old evolution of data strategies and digital advertising fueled by third-party data, the ramifications of the third-party cookie’s elimination, and the emerging playbook for creating new value for advertisers with first-party data.

Who should read the report?

CEOs, senior management, advertising and commercial executives, data and digital strategists

Author

Earl J. Wilkinson is executive director and CEO of the International News Media Association (INMA), a global community of market-leading companies reinventing how they engage audiences and grow revenue in a multi-media environment. Earl has written reports and books related to the future of media, marketing, and the strategic outlook for the news media industry.

Detailed overview

The phaseout of third-party cookies in 18 months 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.

“The Third-Party Cookie Trigger” 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.

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,” INMA CEO and report author Earl J. 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 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 then looks at the emerging playbook for creating new value for advertisers with first-party data, punctuated by publisher best-practices.