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Digital Advertising After the Deprecation of the Third-Party Cookie

February 2024: Simpli.fi's Point of View

Although third-party cookies are expected to go away by third-quarter 2024, the ability to reach relevant audiences via trusted partners like Simpli.fi is not.

Google Chrome’s upcoming deprecation of third-party cookies has created an identity vacuum within programmatic advertising, resulting in an influx of alternative identifiers competing to be recognized as the preferred successor to the third-party cookie. However, as even Google’s own Privacy Sandbox Initiatives have seen an unenthusiastic response from the industry, it is highly unlikely that a single identity solution will receive the industry-wide adoption necessary to become the “new cookie.”

What we do know is this – Publishers still need to monetize their audiences; they remain incentivized to give signals and identifiers with which advertisers can identify and target these audiences. In the absence of third-party cookies, these signals and identifiers will multiply, meaning advertisers need a DSP that can integrate and adapt with agility.

Having always emphasized unstructured data over purely cookie-based segment targeting, Simpli.fi is well-positioned to navigate and succeed in this landscape. Simpli.fi has never been cookie-reliant. Rather, cookies are just one of many identifiers and data points used to serve ads in the right place, at the right time, and to the right audience. Whether through GPS-based targeting, our cross-device graph, integration with cookieless identity partners, ZTV, or Contextual – just to name a few – Simpli.fi clients have an extensive toolset at their disposal that is unaffected by the deprecation of third-party cookies.

Furthermore, we are committed to future-proofing our product lines that would otherwise be impacted by these changes, such as site retargeting and online conversion tracking.

Due to Simpli.fi’s proactive innovations as well as our commitment to privacy and data security, advertisers can feel confident that their campaigns are protected from the disruption caused by the third-party cookie deprecation.

We are watching industry developments closely to ensure we choose the right solutions to maintain the product lines our clients rely on.

Futureproof Your Advertising Strategies

For more information on the deprecation of the third-party cookie, reach out to your Simpli.fi representative, or get in touch with our team via the form below.

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