While there’s no ‘one size fits all’ solution, or technical workaround to tackle the loss of third-party cookies, there are a number of steps you can, and should be taking to mitigate the impact.

Surviving in a Cookie-less World

We’ve said it before, and we’ll say it again, but your number one priority should be to build a privacy centric first-party data infrastructure – while enriching the first-party data you already have. Check out our privacy playbook that explores the impact of third-party cookie deprecation across multiple channels (SEO, Creative, Paid Media, Ecommerce, Marketplaces, Technology and Measurement), and the value of first-party data enrichment; Tomorrow’s World – Living with First-Party Data.

When it comes to building a privacy centric measurement solution, it’s vital to consider the tools and technologies already available; such as Consent Management Platform (CMP), and Publisher Provided Identifier (PPID).

Consent Management Platform (CMP)

A vital part of every website, a CMP is a tool or platform that allows users to manage their preferences and the types of personal information they disclose on site. Compliant with most major data privacy laws (GDPR, CCPA etc.), CMP is a solution for brands to protect the data privacy of their customers. 

In short, it gives you total control over your site cookies and trackers – helping you maintain the correct balance between privacy compliance and optimized customer analysis. A great tool to implement as the deprecation of third-party cookies looms. As it stands, CMPs in parts of Europe (such as Spain or Italy) still offer users the option to ‘accept all cookies’ or ‘set preferences’ – however this will become obsolete by end of year, as messaging changes to either ‘accept’ or ‘reject’ all cookies. 

It’s important to note that implementation of a Consent Manager is no small task and in most cases needs to be meticulously planned from the start to finish to avoid complications later on. Check out our article that summarizes the most common data issues seen post Consent Manager implementation, and the business decisions made during the planning phase which led to the emergence of such issues. Implementing a Consent Manager: Common Data Issues. 

Publisher Provided Identifier (PPID)

An encrypted alphanumeric code between 32-150 characters, PPIDs are distinguishers, or identifiers that website owners can allocate to each user to help with targeting, segmentation and other ‘audience-based ad delivery controls across devices’.

Again helping you maintain the correct balance between privacy compliance and optimized customer analysis, PPIDs:

1. Will allow the tracking of users across multiple different devices, enabling personalized audience segmentation and frequency capping whilst protecting user identity.
2. Will give users the option to remove their PPID and opt out of personalized ads and tracking.

Although far from a cookie replacement, PPIDs will help you adhere to privacy restrictions while allowing you to establish a persistent user identifier. Want to get started? Check out Google’s list of instructions on setting up PPIDs in Google Ad Manager 360; About Publisher Provided Identifiers.

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Want to be as prepared as possible for a digital world without cookies? Get in touch today, or take a look at our collection of GA4 and Cookie relevant assets below…

• The Privacy Dilemma; A World Without Cookies
• Delving into the Cookie Conversation; Why There Isn’t A Universal Solution
• Waving Goodbye to Universal Analytics; Why the Future is GA4…
• Everything You Need to Know About Google Analytics 4 (GA4)
• Why You Need to Consent to Consent Mode
• Living in Tomorrow’s World – A Focus on First-Party Data