A First-Party Approach to the Cookie-less Future

The open web depends on the adoption of platform-agnostic common IDs

The third-party cookie will be gone by the end of 2021. Without a new solution to replace it, marketers may struggle to reach consumers, and publishers could wave goodbye to the revenue that lets them invest in and create content people want.

But that doesn’t have to be the future. A new report from MediaMath, “Preparing for a Post-Third-Party Cookie World,” details how marketers who champion the use of common IDs can continue to thrive and deliver personalized advertising, despite the end of the third-party cookie.

Check out the complete report, “Preparing for a Post-Third-Party Cookie World: Identity and the Future of Online Advertising.”

Key findings from the report include:

  • Walled gardens are not the solution. The open web accounts for nearly four times more visitors and is where brands will find current and new customers.
  • Using common IDs offers a single identity space, eliminates the need to sync cookies and helps deliver more addressability and better match rates.
  • By 2023, it is forecast that North American consumers will use 13 connected devices; however, analysis shows a person-first—not device-first—approach can lead to a 20% reduction in cost-per-action.

With third-party cookies disappearing, there’s no time to waste. Download “Preparing for a Post-Third-Party Cookie World” today.