A Google study found that publishers face a 50% decline with the removal of cross-domain digital IDs.
With Google phasing out third-party cookies or cross-domain IDs, marketers would need an alternative to target consumers with appropriate advertisements. This piece suggests contextual targeting and panel-based measurement as replacements for ad targeting.
However, marketers should ensure that just like third-party cookies, its replacement continues to fund the open web. Ideally, the replacement should be able to foster the competition and provide seamless customer experience and improve transparency.
The new tech should further be able to give consumers greater control over their personal data and how the data is used.
The author contends if a replacement can deliver all these requirements, it would enable marketers to subsidise publishers and satisfy consumers’ demand for transparency.
[5 minute read]