The Signals Are Clear: Why Chrome’s 3rd Party Cookie Announcement Doesn’t (or Shouldn’t) Change Anything
In business, being clear on what is noise and what is signal is vitally important. Companies that are clear on the signals will make the right investments at the right time, setting themselves up for growth. Companies that overreact to the noisy day-to-day announcements risk missing the right opportunities or burn themselves out by nearly-constant pivots.
Monday’s announcement by Chrome – that they are taking a new approach to cookies – is a good case in point. When it comes to data, it’s clear that all signs are pointing in the same direction, namely toward the end of 3rd party cookies. Chrome’s announcement itself and its ‘consumer will get to choose’ option will lead to increasing opt-outs of 3rd party cookies. Even so, 51% of web traffic is already cookieless with the number increasing steadily month over month. And Deloitte recently estimated that companies are losing $91 million in revenue per year due to the deprecation of third-party ad IDs. Beyond just the cookie issue are privacy consideration where pending or actual legislation in multiple countries and jurisdictions is focused on increasing consumer control over the collection and use of their data.
With all the signals pointing toward a cookieless, more privacy-oriented future, the path forward is clear: rather than reacting to short-term changes – or the ever-changing cookie deprecation pronouncements by some – the smart strategy is to invest in solutions that will last. Environics Analytics’ partnership with LiveRamp in Canada provides marketers with future-proof ways to reach consumers safely and effectively. For brands and advertisers, LiveRamp’s privacy-forward identifier, RampID, provides a cookieless alternative and transparent, secure activation and measurement with authenticated media platforms and publishers. For publishers, adding RampID and GooglePAIR extends the reach and value of their audiences beyond cookies, growing CPMs and revenue as a result.
Add in Environics Analytics’ comprehensive governance, privacy processes and certifications, including the Privacy by Design ISO-31700 designation, and marketers have a reliable, effective and future-proof solution...minus the cookies.
The signals are clear, so ignore the noise and invest in the future.
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