The Future of Third-Party Cookies: What Advertisers Need to Know

As many people know, Google announced that Chrome would start to phase out third-party cookies. This major change proceeded to be delayed and put off for various reasons, but as of January 1, 2024, it’s finally happening. Google eliminated cookies for 1% of users to allow companies to see what a cookie-less future would look like for them. 

For most businesses, panic hasn’t set in just yet. Instead, the anxiety is being delayed until July 1, 2024, when Google will start what’s intended to be a complete phase-out of cookies over a three-month period, ultimately getting rid of the tracking tool by year’s end. 

The Impact:

Companies will experience some disruptive changes in marketing and advertising, from digital targeting and campaign effectiveness to journey mapping and insights. They are striving to establish a new normal. It has become evident that email addresses, or, more specifically, a hashed email address, are the most effective method for maintaining a lasting relationship with consumers.

We have all noticed that businesses are increasingly requesting email addresses to provide order fulfillment notifications, share content, deliver newsletters, or offer a 10% discount on the next purchase. Their goal is to establish a direct relationship with consumers, compensating for the impending void left by the elimination of cookies. The hashed email is effectively a “free-wall,” or the tax a consumer has to pay to get to the content they want.  Although many companies will navigate this email-centric transition successfully, some may struggle to offer the type of product or relationship that resonates with consumers, leaving them to face the challenge of engaging with an audience they know little about and with limited communication options.

Resonate Solution:

Resonate has developed the industry’s most comprehensive AI-powered consumer understanding, offering the deepest and most current insights into consumer values, motivations, demographics, psychographics, and buying preferences across over 14,000 consumer attributes and audience segments. We’ve integrated this data with the broader ecosystem through our Identity Graph. This graph includes all the future-facing non-cookie identifiers, such as hashed emails, mobile ad identifiers, RampId, UID 2.0, and IP addresses.

Resonate’s solutions are focused on creating stability and addressing the challenges posed by the unpredictability of web browsers. Our entire product suite is designed to provide continued access to rich consumer insights, enable precise audience targeting, and enhance personalization all without cookies. Our capabilities are tailored to support the needs of any company, whether or not they can collect first-party emails from their customers or visitors.

The Takeaway:

Thanks to our proactive strategy, our clients can look forward to July 1 with confidence, knowing they will continue to reach their best audiences, extract valuable insights from their site visitors, and enrich their customer files using Resonate data. They can trust that Resonate has developed robust, future-proof solutions that will remain effective long after cookies have become obsolete.

You can prepare ahead of time for the elimination of third-party cookies by learning about the solutions Resonate has created to lead the way into the cookie-less future. Access the full report here.

Ready to join the cookie-free future with confidence? Schedule a demo now.

Categorized as: Agency, Brand

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