As the moment of Google’s third-party cookies deprecation approaches, the parties of broadcasters and publishers that historically lean on third-party cookies, have only two ways to respond to the upcoming change: either to prepare for a delicate transition with enormous revenue implications or find an excuse and ignore the challenging issue.

Sadly, far too many media companies choose the second option, and this lack of action is going to cost them a fortune. According to recent report by National Association of Broadcasters (NAB), “U.S. broadcasters would lose $2.1 billion annually. That’s 6.3% of the industry’s total digital advertising revenue, constituting more than a $1 million yearly loss for the average TV station. The report estimates that by the end of 2024, when third-party cookie deprecation is set to occur, the losses could increase by nearly 40%. Publishers have it even worse: the IAB estimates publishers’ exposure at up to $10 billion in lost revenue without third-party cookies.”

At the same time, the other group of advertising publishers, who prefer to mitigate potential revenue loss, is growing from day to day. These businesses are actively looking for ways to adapt to the changing landscape. In this post, I have put together a few strategies they tend to employ:

Set Focus on First-Party Data

Publishers should focus on collecting and utilizing first-party data obtained directly from their audience interactions. This includes encouraging user registrations, implementing newsletter sign-ups, and leveraging user engagement metrics to gather valuable data. By building robust first-party data profiles, publishers can offer advertisers targeting options based on authenticated user data, reducing reliance on third-party cookies.

Implement Contextual Targeting

Contextual targeting involves delivering ads based on the content consumed by users instead of relying on individual user data. Publishers can leverage contextual intelligence tools to analyze webpage or app content and match ads based on relevancy. By aligning ads with relevant content categories, publishers can maintain advertising effectiveness without relying on cookies.

Explore New Advertising Formats

Publishers can explore alternative advertising formats that are less reliant on third-party cookies. This may include sponsored content, native advertising, influencer partnerships, and interactive ad experiences. By diversifying their advertising offerings, publishers can attract advertisers looking for innovative and engaging ways to reach their target audience.

Invest in Privacy-Compliant Technologies

Publishers can invest in privacy-compliant technologies and solutions that enable targeted advertising without infringing on user privacy. This includes identity resolution platforms, consent management platforms (CMPs), and authenticated traffic solutions that respect user preferences while providing advertisers with effective targeting capabilities. By embracing privacy-by-design principles, publishers can build trust with users and advertisers alike.

Strengthen Direct Sales Efforts

Prioritizing direct sales and fostering strong relationships with advertisers and agencies is another way to prevent revenue loss for publishers. By offering premium inventory, audience insights, and custom advertising solutions, publishers can differentiate themselves in the market and attract advertisers who are ready to invest in high-quality, brand-safe environments. Direct sales also reduce dependency on programmatic advertising and third-party data sources.

Collaborate with Industry Partners

Publishers can collaborate with ad tech partners, data providers, and industry consortia to develop innovative advertising solutions and standards for the post-cookie era. By participating in industry initiatives and sharing best practices, publishers can contribute to shaping the future of digital advertising in a privacy-conscious manner.

Besides taking the above steps, publishers can educate advertisers and agencies about the implications of the cookie deprecation and the importance of adapting their ad strategies accordingly. This might help advertisers navigate the changing landscape and keep confidence in digital advertising investments.

Well, overall, the world will never be the same for publishing businesses anymore. But by embracing data-driven strategies, privacy-compliant technologies, and collaboration with industry partners, digital ad publishers will certainly adapt to the cookie-less future and continue to drive revenue growth.

If you are planning to set up a digital advertising system for your business and have questions about the process, you are welcome to contact me for more information.