By 2023, it is predicted that third-party cookies will only account for 29% of the targeting mix. Google is currently the last provider to allow the collection of third-party cookies in its Chrome browser. However, improvements are to be made here too by the second half of 2024 and their use will be stopped.
Targeting and tracking will soon no longer be possible as usual. What does the future look like without third-party cookies and what opportunities do publishers and advertisers now have to display adverts to specific target groups? Pretty good ones:
Contextual targeting is one possibility. Here, adverts are placed on websites where predefined terms can be found. In addition, targeting is based exclusively on website content and is therefore not dependent on users' third-party data. In practice, this looks like this: If the term "flu" appears on a website, the appropriate advert for a flu medication can be placed there programmatically. To avoid wastage, contextual targeting can be extended semantically, i.e. the complete context of website articles can be recorded and thus assigned to a topic. The advert is then only placed if all content on the website, and not just a single keyword, is in the corresponding thematic field.
Universal IDs are another way of continuing to address users in a personalised way. These use first-party and offline data to identify pages and devices and assign them to specific target groups.
In order to precisely target specialist target groups from the healthcare sector and provide them with customized advertising material, we have developed healthy.ID, a targeting tool specifically for addressing HCPs. Thanks to the partnership with DocCheck, we can reach a large number of active HCPs with this first-party data-based solution and use it programmatically in compliance with the Medicinal Products Act (HWG).
Let's shape the future together - without third-party cookies, but with lots of new ideas.
Please feel free to contact me:
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