Today, we live in a multi-device consumer centric world where cookies mainly exist on the desktop. But, even on that bastion of the cookie, browser support for third party cookies is fading. The rhetoric of some about FireFox Foundation’s decision to turn off third party cookies support by default in the next iteration of FireFox, would have you believe the world is ending. But is it really?
Truth be told, 30% of the entire browser market will not be countable, or re-target-able, for anyone relying only on third party cookies. This is in addition to comScore research which found about 30% of computers have their cookies deleted in a month, with a frequency of four or more times per month.
Business Insider recently wrote extoling Why Cookie-less Consumers Are A Good Thing. The main reason given is that “it enables us to think hard about marketing in the greater context of a multi-device consumer.” With mobile now able to provide a means of better localization and personalization, cookies shouldn’t really matter in that space.
Business Insider’s contributor puts it this way, “If you take me as an example of the modern digital consumer, my ‘best of breed’ devices include an android smartphone, an iPad, and a MacBook Air. I engage with brands on all three, and I am a nightmare to measure by any ad tech company.”
As the end of cookies approaches, Business Insider hits on a few cookie replacement methods being used/tested:
- Super Publishers: Such as Google and Facebook which have a persistent user identifier across all devices.
- House-holding or Wifi-Bridging: Taking data available on HTTP request and mapping the user or group of households for profiling
- Algorithms: Ways to link devices together based on HTTP and other data
- Fingerprinting: Running extra code on the impression or retargeting action to a generate a unique ID that only a single browser can produce
- Cookie Trusts: A concept where publishers, consumers, and advertisers can all use a common non-profit clearing house for ID’s
- Opt-in Paneling: Installing opt-in panel software across a consumers devices to track them as they surf.
What all of this means is that marketers will now have to look for new technology and platforms that do not rely solely on cookies to influence their media buys. At Voltari, our platform powers marketers’ mobile strategies with targeting through predictive analytics. Never relying on cookies to influence our media buys, we optimize marketing campaigns and find patterns in consumer behavior that define that campaigns ideal target. So, the end of the third party cookie never really phased us. Learn how we are staying ahead of the mobile marketing curve.