Hey there!

This announcement is a timely sensitive alarm for the upcoming complete phase-out of third-party cookies and how we are prepared to support you and help you mitigate the revenue impact.

As we all know, the Third-Party Cookies Deprecation in Chrome has already started and is currently applicable for 1% of the traffic, which accounts for 30 million Chrome users. The full deprecation will come into effect by Q3 2024. 

By using Google Chrome testing labels we are now able to track how this 1% of traffic performs and the numbers are not pretty. As we initially feared,  the depreciation of the third-party cookies could lead to a ~30% CPM rate drop for Chrome. Desktop as a device category will be more impacted with an average of 60% while mobile shows an 18% drop on average. If you want to know what the observed drop on your website without 3rd party cookies is- drop us a line at fms-support@azerion.com   

Tim Elkington, Chief digital officer at IAB UK, said of the latest move: “Google’s deprecation of third-party cookies for 1% of Chrome users globally should be a wake-up call for anyone that has put off taking action. This is a taster of what’s to come later in 2024 and preparation is vital.”

Source: TheMedia Leader - Google 1% cookie deprecation: what will change?

What solutions can you implement to be prepared for the changes?

Below we will provide a prioritized and extensive list of the solutions we currently utilize to tackle Cookie deprecation. Keep in mind that with full deprecation fast approaching, these solutions will continue to change and improve, and we will most definitely add new ones to help maximize your revenue.

1. Azerion Edge (Publisher Audiences) - A must-have for each publisher

2. Identity API (Authenticated Traffic) - Can you obtain an email address for your users?

3. First Party Data API (Seller Defined Audiences) - Can you segment your user base?

Additional solutions we utilize to tackle cookie-less monetization on our end

• User IDs

• Google Sandbox APIs

As a Google Certified Publishing Partner, we’re currently taking part in the testing of Google Sandbox APIs, which will help marketers, advertisers, and publishers after the cookie depreciation. This is currently in a limited testing phase and does not require any action from your end. Once we have more data from the tests, we’ll certainly share it here.

For more information on our Cookie-less monetization solutions please visit this section in our publisher help center.

Next Steps

Okay, you’re now aware of our take on what’s to come and you’ve read about all the solutions we’ve been continuously working on for the past year. So, what’s next and how do you enter this new era of digital advertising without taking a major revenue hit? 

1. If you can obtain an email address and you already have a way of segmenting your users - then we’d advise you to implement all 3 solutions above - Azerion Edge, Identity, and First-Party Data API together.

2. If you can only obtain email addresses - we’d advise you to combine Azerion Edge with Identity API.

3. Or you might be able to only segment your users - we’d advise you to combine Azerion Edge with First-Party Data API.

4. If you can’t obtain email addresses and cannot segment your users - simply implement Azerion Edge.

In any case, simply drop us a line at fms-support@azerion.com to inquire about the best solution for your website. 

Best,

Your OneFMS Team