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The delay in cookie deprecation affects everything — even the things it doesn’t affect. In this blog post, we explain what that means.
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’t be affected at all?
Problems with third-party cookies don’t impact 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.
What kind? In this blog post, we go over what the delay in cookie deprecation will mean for CTV advertising — and other things you can do to make the most of this time. Read on:
Case Study: find out how OKO was able to boost Loop Media’s revenue by 500% — on the first day.
So, Are Cookies Really Going Away?
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 shifted multiple times over the years since then.
This year, advertisers were upset about losing third-party cookies in Q4. Their complaints led to the delay of the deprecation until “sometime in 2025.”So, does this mean that Google is just going to kick the can down the road indefinitely?
No, it doesn’t. 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.
The Future Is Now
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.
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.
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.
In short, CTV’s importance to the next several years of adtech is really not in doubt.
Why is CTV “Cookie-Proof?”
Year-over-year spending on CTV advertising has been on a consistent rise for years. The reason behind this is that CTV advertising offers unparalleled audience-targeting capabilities compared to traditional online display.
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.
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.
Extra Time For The Unprepared
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.
- For advertisers, this gives them more time to work up CTV campaigns, and dial in their targeting and optimizations. Once they’ve perfected their approach in the small-scale, they can up their budgets as cookies depart the Web.
- For publishers, 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 Google Certified Publishing Partner for CTV, which will help them gain access to premium advertising inventory.
But what about the businesses that have already migrated more of their business into the CTV ecosystem?
Keeping The Edge
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’ve gained an edge on the competition, the important thing during this time period is to maintain that edge.
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:
- 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.
- Leveling up your approach by partnering with a Google Certified Publisher Partner or Google MCM partner. They can help provide access to new markets, as well as help you optimize that data.
- Developing more capabilities for interactive CTV ads, which ad extra layers of shoppability and data-gathering to an already-solid slate.
In short, just because Google is taking a breather doesn’t mean your competition will be.
Other Alternatives
Though CTV is probably one of the biggest ways for a cookie-proof future, it’s not the only way. For advertisers and publishers who haven’t moved into the CTV space yet, we’re certainly not suggesting you need to abandon all your other efforts. Though web advertising is going to look different in the cookieless future, it’s not doomed.
In fact, a lot of the solutions for cookie-proofing your non-CTV portfolio fall along similar lines to the CTV options.
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’s Supply-Side Platform (SSP) — which has quickly become a top-tier partner for publishers in the know.
Via Insticator’s SSP, you can also directly access unique opportunities with our other partner entities, such as Balihoo and COOL Media.
Additionally, working with Insticator gives you the opportunity to utilize Insticator’s 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’t going anywhere. Plus, Insticator’s 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.
All told, there are a variety of approaches you can take to cookie-proof your portfolio before Google finally decides to pull the trigger.
Final Thoughts
In short, businesses that want to get ahead – or stay ahead – 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?
If you’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 reaching out to our team. A Google Certified Publishing Partner, OKO is a leading solution in the ever-shifting world of Connected TV advertising.
