How RollWorks is Futureproofing Against 3rd Party Cookie Deprecation

Since their initial announcement, Google has been pushing back their third-party cookie (3PC) deprecation date (their latest deadline is late 2024), giving Google, and the industry, the opportunity to expand testing timelines and ensure a sustainable advertising ecosystem without third-party cookies remains. 

In this article, we’ll highlight the impact of 3PC deprecation on the online advertising industry but more importantly, how we at RollWorks are adjusting our strategy to use other sources of robust and first-party data to remain a leader in serving ads to the most relevant, targeted audience at scale and delivering meaning performance outcomes. 


Impact of 3PC deprecation for Account Based Marketing (ABM)

A pillar of ABM is to be able to identify your most engaged and relevant accounts and be able to serve ads to them with laser-like precision. When 3PC deprecation comes into play, businesses can expect the following changes:

  1. Audiences available on the Open Web may decrease in overall size/scale from what's available via cookies today as many businesses use third-party cookies as a data source for account data..A major component to addressing this is an ABM provider’s strategy for providing performant reach. 
  2. The intelligence that providers like ABM vendors can give to their customers such as who is on their website and what content they are engaging with, so their customers know who to reach out to, and what content to use will be limited if relying on cookie-based assets. Therefore maintaining the scale and accuracy of account identification is an important aspect of a future proofing strategy.
  3. Google has announced they are changing the reporting and measurement available to the display advertising industry in general, especially if they are displaying ads on the Chrome browser. For example, in the future, there will be a move away from reporting tied to the individual and move toward aggregates in order to maintain levels of anonymity for end users. 

In order to address the impacts, companies need to find a way to determine who a user is or what account a user is from based on what data is available to them. Let’s jump into what  RollWorks has planned. 


How RollWorks is preparing for the future

What is RollWorks doing to mitigate the impact of 3PC deprecation and prepare for the future?

Solution to Impact 1: Decreased reach due to lack of third party cookie based identifiers.
We are looking to alternative identification methods and expanding to other identifiers: We have implemented RampID, a privacy-compliant, cookieless, people-based identifier created and maintained by LiveRamp that identifies individuals across devices and environments using an identity graph of different touchpoints. Not only does using RampID allows us to be prepared in reaching Chrome users once 3PC are deprecated, but it also allows us to target users of Apple devices, the Safari browser, or Mozilla’s Firefox browser who have already blocked 3rd party cookies. In addition to implementing RampID, we are also exploring other identifiers as they reach scale and importance.
Solution to Impact 2: Decreased scale and accuracy of account identification.
We are using our proprietary IP assets which can replace cookie-based assets to help with web deanonymization. RollWorks has very strong account targeting and web deanonymization capabilities due to our scale of first-party data capture - some customers allow us to capture hashed email of their end users and allow us to link that hashed email to a cookie and other attributes eg. IP address, device IDs and website actions like form fills. With customer details and website actions linked to their IP address, this IP information is available if a website visitor visits a brand new website or through a number of supply side providers making it easier for us to deanonymize these website visitors. In addition to these alternatives, we also have continued participation with the World Wide Web Consortium (W3C) and its working groups to shape the future ecosystem and have been selected to participate in early testing of Chrome replacement solutions.
Solution to Impact 3: Changes to the reporting and measurement available.
We are involved in W3C and Internet Engineering Task Force (IETF) committees focused on enhancing privacy on the web and are committed to playing a key role in speaking up on behalf of our customers to advise what this measurement will look like and what impacts it will have on the digital advertising industry. Having insight into these changes also allows us to be in a position to also adjust our reporting and measurement so our customers continue to get the most value out of their ad spend.

Though there’s no exact date of when 3PC deprecation will take place, there’s no denying that change is coming. Through the futureproofing of our platform and our participation in Industry Groups and Chrome replacement testing, we’re confident we are doing the necessary preparations to ensure we remain a leader in web advertising and ABM, giving the best service and capabilities to our customers while advocating and supporting a consumer’s right to privacy.

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