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The Death of 3rd-Party Cookies – What Comes Next? | Blog | Hawke Media
by
Steve Hutt
9 minute read
We’re excited to share this piece from 6Pages, a new kind of market-intelligence service focused on far-reaching shifts in business & technology. The post below has excerpts from the 6Pages brief: Publishers & retail brands adapt to the coming death of 3rd-party cookies. The full-length brief job function email database will be available for a limited time at 6Pages.com.

The advertising industry is taking a sizable hit during the pandemic, with US ad spend down a projected 13% this year. At the same time, it is facing an enormous privacy-driven shift away from 3rd-party data, which has gained momentum over the past year.

Today, over 90% of websites have 3rd-party cookies – a news site like The Washington Post might have 40 cookies. However, the norms around consumer personal data are changing rapidly. The combined pressures of tightening privacy regulation (e.g. GDPR, CCPA) and sweeping privacy-focused changes by major web browsers to phase out 3rd-party cookies are driving a shift in advertising away from 3rd-party data.

The journey to a “post-cookie world” is reshaping advertising and will impact companies from automakers to consumer packaged goods. Those who can capitalize on distinctive 1st-party data assets collected directly from users are now repositioning themselves to do so.