{"id":8376,"date":"2024-05-29T15:54:25","date_gmt":"2024-05-29T14:54:25","guid":{"rendered":"https:\/\/oko.uk\/?p=8376"},"modified":"2024-05-29T15:54:25","modified_gmt":"2024-05-29T14:54:25","slug":"cookie-deprecation-is-delayed-again-getting-ready-staying-ready","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/cookie-deprecation-is-delayed-again-getting-ready-staying-ready\/","title":{"rendered":"Cookie Deprecation Is Delayed Again \u2014 Getting Ready, Staying Ready"},"content":{"rendered":"<p>The delay in cookie deprecation affects everything \u2014 even the things it doesn\u2019t affect.  In this blog post, we explain what that means.<\/p>\n<p><span style=\"font-weight: 400\">Some things in this world are inevitable: things like death, taxes, and Google delaying the deprecation of third-party cookies for another year. In some areas of adtech, this will have large, rippling impact. But what about the parts of adtech that, on paper, shouldn\u2019t be affected at all?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Problems with third-party cookies <a href=\"https:\/\/www.adexchanger.com\/content-studio\/ctv-is-immune-to-cookie-deprecation-heres-what-that-means-for-ad-targeting\/\" target=\"_blank\" rel=\"noopener\">don&#8217;t impact<\/a> CTV directly. This is because CTV has never depended on them before. All the same, this delay in cookie deprecation will have a ripple effect on CTV.<\/span><\/p>\n<p><span style=\"font-weight: 400\">What kind? In this blog post, we go over what the delay in cookie deprecation will mean for CTV advertising \u2014 and other things you can do to make the most of this time. Read on:<\/span><\/p>\n<p><b><i>Case Study:<\/i><\/b><i><span style=\"font-weight: 400\"> find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <\/span><\/i><a href=\"https:\/\/oko.uk\/case-study\/oko-was-asked-to-boost-loop-tvs-revenue-per-month\"><i><span style=\"font-weight: 400\">on the first day.<\/span><\/i><\/a><\/p>\n<h2><strong>So, Are Cookies Really Going Away?<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Before we get into everything else, we should address the elephant in the room. Google first announced the planned deprecation of third-party tracking cookies all the way back in 2020. The deadline has <a href=\"https:\/\/www.emarketer.com\/content\/google-delays-deprecation-third-party-cookies-again\" target=\"_blank\" rel=\"noopener\">shifted<\/a> multiple times over the years since then.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This year, advertisers were upset about losing third-party cookies in Q4. Their complaints led to the delay of the deprecation until &#8220;sometime in 2025.&#8221;So, does this mean that Google is just going to kick the can down the road indefinitely?<\/span><\/p>\n<p><span style=\"font-weight: 400\">No, it doesn\u2019t. Despite all delays and evidence to the contrary, cookies are definitely still going away. Many places are creating privacy laws, such as the GDPR, that will ban third-party cookies in some cases. The question will simply be whether Google has pulled the trigger before the decision is taken away from them.<\/span><\/p>\n<h2><strong>The Future Is Now<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Some advertisers and publishers may still be waiting to see which way the wind is going to blow when third-party cookies disappear. But every indicator is that CTV is going to be a major player in the industry moving forward.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Demographically, the CTV viewing audience tends younger. Though the over-60 crowd prefers traditional linear television, that demographic is getting smaller over time. The coveted 18-to-34 demographic loves smart and connected devices, with expectations of exponential growth over the next decade.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Additionally, the CTV market is proving to be more-profitable for a wide variety of businesses, with options for CTV, OTT, and Digital-Out-Of-Home giving an array of choices to fit business types.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In short, CTV\u2019s importance to the next several years of adtech is really not in doubt.<\/span><\/p>\n<h2><strong>Why is CTV \u201cCookie-Proof?\u201d<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Year-over-year spending on CTV advertising has been on a <a href=\"https:\/\/www.linkedin.com\/pulse\/us-ctv-ad-spend-projected-grow-162-2024-wearemntn-nnplc#:~:text=The%20hardest%20working%20software%20in%20television.&amp;text=According%20to%20new%20data%20from,to%20a%20whopping%20%2421.6%20billion.\" target=\"_blank\" rel=\"noopener\">consistent rise<\/a> for years. The reason behind this is that CTV advertising offers unparalleled audience-targeting capabilities compared to traditional online display.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The applications that undergird CTV advertising have user consent built into their subscriptions, and they are able to gather large amounts of first-party data directly from their audiences. This data includes actionable insights like demographics, device types, locations, viewing patterns, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Advertisers can reach their target customers without using third-party tracking cookies. This results in better conversion rates at a lower cost, which positions CTV as a premier option in the post-cookie world.<\/span><\/p>\n<h2><strong>Extra Time For The Unprepared<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">For operations that needed more time to prepare for the departure of cookies, this temporary reprieve gives them more time to work on their strategy.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">For <strong>advertisers<\/strong>, this gives them more time to work up CTV campaigns, and dial in their targeting and optimizations. Once they\u2019ve perfected their approach in the small-scale, they can up their budgets as cookies depart the Web.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">For <strong>publishers<\/strong>, this delay gives them time to develop more-refined strategies to handle the potential influx of customers that will come as more advertisers migrate to CTV. For some, this will give them more time to find a <a href=\"https:\/\/oko.uk\/blog\/google-mcm-vs.-google-gcpp-whats-the-difference\" target=\"_blank\" rel=\"noopener\">Google Certified Publishing Partner<\/a> for CTV, which will help them gain access to premium advertising inventory.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">But what about the businesses that have already migrated more of their business into the CTV ecosystem?<\/span><\/p>\n<h2><strong>Keeping The Edge<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">For businesses already making moves in the CTV space, the reprieve in cookie deprecation means the competition has more time to catch up. If you\u2019ve gained an edge on the competition, the important thing during this time period is to maintain that edge.<\/span><\/p>\n<p><span style=\"font-weight: 400\">While other businesses are taking their first wobbly baby-steps into CTV advertising, more-established brands can extend their lead by further refining their processes. Things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Developing further methods for leveraging first-party data. CTV provides a lot of valuable first-party data, but learning to make the best decisions based on that data is a continuous process.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Leveling up your approach by partnering with a <a href=\"https:\/\/oko.uk\/blog\/5-things-to-look-for-in-a-google-mcm-partner\" target=\"_blank\" rel=\"noopener\">Google Certified Publisher Partner<\/a> or Google MCM partner. They can help provide access to new markets, as well as help you optimize that data.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Developing more capabilities for <a href=\"https:\/\/oko.uk\/blog\/interactive-ctv-ads-the-next-level\" target=\"_blank\" rel=\"noopener\">interactive CTV ads<\/a>, which ad extra layers of shoppability and data-gathering to an already-solid slate.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">In short, just because Google is taking a breather doesn\u2019t mean your competition will be.<\/span><\/p>\n<h2><strong>Other Alternatives<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Though CTV is probably one of the biggest ways for a cookie-proof future, it\u2019s not the only way. For advertisers and publishers who haven\u2019t moved into the CTV space yet, we\u2019re certainly not suggesting you need to abandon all your other efforts. Though web advertising is going to look different in the cookieless future, it\u2019s not doomed.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In fact, a lot of the solutions for cookie-proofing your non-CTV portfolio fall along similar lines to the CTV options.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Partnering up can be a huge force multiplier for your traditional advertising efforts just as it is for your CTV efforts. As part of the Insticator family of companies, we have access to Insticator\u2019s Supply-Side Platform (SSP) \u2014 which has quickly become a <a href=\"https:\/\/oko.uk\/case-study\/maximizing-revenue-insticators-ssp-is-one-of-aditudes-top-5-demand-partners\" target=\"_blank\" rel=\"noopener\">top-tier partner <\/a>for publishers in the know.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Via Insticator\u2019s SSP, you can also directly access unique opportunities with our other partner entities, such as <a href=\"https:\/\/balihoo.com\/\" target=\"_blank\" rel=\"noopener\">Balihoo<\/a> and <a href=\"https:\/\/coolmedia.co\/\" target=\"_blank\" rel=\"noopener\">COOL Media<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Additionally, working with Insticator gives you the opportunity to utilize Insticator\u2019s variety of engagement products, designed to gather large quantities of cookie-free, ethically-sourced first-party data. Paired with the SSP, you gain reliable audience insights that aren\u2019t going anywhere. Plus, Insticator\u2019s commenting platform, trivia and poll units, and content recirculation tools improve your user experience and enhance the quality of your pages at the same time.<\/span><\/p>\n<p><span style=\"font-weight: 400\">All told, there are a variety of approaches you can take to cookie-proof your portfolio before Google finally decides to pull the trigger.<\/span><\/p>\n<h2><strong>Final Thoughts<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">In short, businesses that want to get ahead &#8211; or stay ahead &#8211; during this time of transition are going to want to continue to invest heavily in their CTV strategy. With its accurate targeting, interactive ads, and valuable first-party data, CTV is the future. So why wait?<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you&#8217;re a publisher looking to step up their CTV game in the interim, OKO Digital is a solution that demands a look. You can get started today by <a href=\"http:\/\/oko.net\/contact\" target=\"_blank\" rel=\"noopener\">reaching out<\/a> to our team. A Google Certified Publishing Partner, OKO is a leading solution in the ever-shifting world of Connected TV advertising.<\/span><\/p>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The delay in cookie deprecation affects everything \u2014 even the things it doesn\u2019t affect. In this blog post, we explain what that means. Some<\/p>\n","protected":false},"author":1,"featured_media":8377,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10],"tags":[37],"class_list":["post-8376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","tag-cookie-deprecation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cookie Deprecation Is Delayed Again \u2014 Getting Ready, Staying Ready | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/supply-side-platform-home\/cookie-deprecation-is-delayed-again-getting-ready-staying-ready\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cookie Deprecation Is Delayed Again \u2014 Getting Ready, Staying Ready | Supply-Side Platform | COOL Media (formerly OKO Digital)\" \/>\n<meta property=\"og:description\" content=\"The delay in cookie deprecation affects everything \u2014 even the things it doesn\u2019t affect. 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