The crucial role of content in a world without third-party cookies
Good news: you can still do what you could
Now that no more information comes with third-party cookies, platforms offering advertising space must create a profile of their visitors in another way. Through first-party cookies, these publishers can measure the response of visitors to the content on their platform. That gives them their interests. For example, an advertiser of cars can then advertise around car content, but also around topics where those interested in car content often come (and thus show interest) according to the first-party behavioral data.
Advertisers will also benefit from tracking responses to their content, especially for visitors who have also given permission to share their data anonymously with certain partners. The advertiser can now share a list of anonymous IDs with platforms that attract a lot of public and also offer advertising space. This way you can reach someone who has read an article about a product on your own website elsewhere with an offer again. And also send the look-alikes of that ID the offer. There are different forms of anonymous IDs such as LiveRamp or device fingerprints. More digital safes where anonymous matching is done on email address are also emerging. So (re) targeting is still possible, but as a company you have to prepare for it.