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It's been nearly a year since the news first shook the ad community that Google would join Safari and Firefox in blocking third-party cookies in the Chrome web browser. Combined with Apple's IDFA and App Tracking Transparency (ATT), advertisers believe that the death of third-party cookies will be felt across the ecosystem. 80% of advertisers say that they depend on cookies and need new ways of reaching customers and prospects online. The expected impact includes:
Reach: In Safari, where third-party cookies are already blocked, media owners see their CPMs decrease by as much as 50% compared with Chrome.
Personalization: Behavioral and browsing data will be limited.
Campaign management: Basic capabilities like A/B testing will be challenging.
Performance measurement: Analytics and attribution based on third-party cookies will be much less effective.
Due to mounting industry opposition, in June, Google said it now plans to phase out support for third-party cookies beginning mid-2023. Marketers say they feel a combination of disappointment, frustration and are overwhelmed by the news.
The FADE approach.
Let's remember why major browsers began eliminating third-party cookies as far back as 2017 in the first place—consumers' growing demand for privacy.
At FADE, we believe that first-party relationships with publishers and brands are crucial to identity. 100% of our FADE Discover and Buy shoppable video engagement is delivered to individuals through self-selected preferences in the viewing experience, not to cookies or devices. Our solution helps marketers reach customers and drive performance without third-party cookies or compromising privacy. This approach helps maximize reach, personalization, campaign performance, and revenue based on the reliability of the data collected from customers.
Don't panic.
Another impact of the loss of third-party cookies and IDFA less talked about is the likelihood that free content will disappear. Viewers will have to decide whether to pay for content with data or money, causing publishers and streamers to look more closely at monetization and the balance of content, personalization, and privacy that won't chase consumers across the internet. "Cookieless traffic represents an untapped opportunity for performance buyers (or an indicator of CPMs to come)," according to supply-side facilitator BidSwitch. With FADE, when a user opts in to share some pieces of information, the information can be used as a consistent identifier across a publisher's properties and passed down the advertiser's value chain. Brand sellers can then use the ID to deliver messages, measure the performance of campaigns, and collect insights. For platforms, aggregated data about user profiles are shared in small cohorts. Both make shoppable videos more valuable.
Shoppable video has truly arrived.
While 2020 saw a shift in e-commerce activity, it's a given that platforms and smaller brands would have a better chance to compete with bigger rivals—FADE's "non-ad" technology enables contextual shoppable video experience. Our native shoppable video experience provides integrated payment and fulfillment facilitation to complete purchases in video across display, mobile, tv streaming ecosystems, all via a single standardized integration. FADE helps marketers reach customers and drive performance without third-party cookies.
Contact us to become a FADE monetization partner or to integrate on your publishing or streaming platform.