Transition to a Cookie-less Future: A Guide for Brands

Marketers, media planners and brands have for years relied on third-party cookies to control the way their ads deliver relevant messages to desired user groups. But the era of the third-party cookie is coming to an end. Safari and Firefox have already stopped supporting third-party cookies and Chrome will be sunsetting them from 2023.

Recent success stories demonstrate that shared user IDs are an effective solution to the issue of addressability and measurement in the absence of third-party cookies. ID5 has therefore created a guide for brands that explains the steps they need to take to implement shared ID solutions in order to reach cookie-less audiences effectively today and be better prepared for the post-cookie world.

To successfully migrate to a privacy-first identification infrastructure, powered by shared IDs, advertisers need to ensure that their technology partners have made the necessary integrations and technical changes. ID5’s guide outlines all the steps that brands need to take to complete the migration successfully, including impact assessment, evaluation of and integration with shared ID solutions, compliance review and finally KPI and media performance dashboard updates. In addition to providing advice, the resource also includes estimated timings for each step, to facilitate brands in their allocation of time and resources as they begin to plan for a cookie-less future.