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Navigating the Future: The Deprecation of 3rd Party Cookies and its Impact on CDPs and DSPs
Navigating the Future: The Deprecation of 3rd Party Cookies and its Impact on CDPs and DSPs
Rashan avatar
Written by Rashan
Updated over a year ago

Introduction:

In an era marked by rapid digital transformation, the landscape of customer data management and digital advertising is undergoing a profound shift. The impending deprecation of 3rd party cookies by major web browsers is a pivotal moment that demands our attention. At Mortar Marketing, we believe that knowledge empowers action. In this article, we explore the ramifications of this change and how our Customer Data Platform (CDP) and Demand Side Platform (DSP) services can help you navigate this evolving digital ecosystem.


Understanding the Deprecation of 3rd Party Cookies:

The deprecation of 3rd party cookies is a response to growing concerns over user privacy and data protection. Leading web browsers, including Google Chrome, are phasing out support for these cookies. This shift challenges traditional advertising models that heavily rely on tracking and targeting users across the web.


Why It Matters to You:

As a marketer or data strategist, it's crucial to comprehend the implications of this change. Without 3rd party cookies, traditional methods of audience targeting become less effective. This is where our CDP and DSP solutions step in.


Leveraging Your CDP:

Our Customer Data Platform empowers you to gather, unify, and activate customer data across various touchpoints. With the impending cookie deprecation, first-party data becomes even more valuable. By leveraging our CDP, you can create a robust foundation of customer insights that is not reliant on 3rd party cookies.


Optimizing Your DSP:

The Deprecation of 3rd Party Cookies underscores the importance of efficient ad targeting. Our Demand Side Platform harnesses the power of real-time bidding and AI-driven optimization to ensure your ads reach the right audience, even in a cookie-less environment. Our expertise in this space and collaborations with the big players not only lets you create first party look-a-like audiences based on your current customers, but also push it into your DSP as a first party audience.


Key Takeaways:

1. Embrace the shift towards user privacy and data protection.

2. Prioritize the value of first-party data in your marketing strategies.

3. Utilize our CDP to centralize and activate your customer data.

4. Leverage our DSP for effective ad targeting in a post-cookie era.


Conclusion:

The deprecation of 3rd party cookies presents both challenges and opportunities. By leveraging our CDP and DSP services, you can continue to connect with your audience effectively while respecting their privacy. Stay tuned for more informative articles in our knowledge Hub as we explore further topics in the realm of customer data and digital advertising.

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