Remember back at the beginning of 2020 when the entire digital advertising landscape was rocked with the news that Google was set to phase out third-party cookies in the Chrome browser? It does seem like forever ago, but after much pushback, Google announced that this would be delayed to sometime in late 2023 or early 2024. While it may not have been the biggest story to come out of a rather eventful 2020, it did provide some breathing room for the industry. Fast forward three years and we are ready to do this all over again! With some time to go back to the drawing board and truly game plan, Basis has been working to prepare advertisers across the country on how to move forward in the cookieless future we will soon find ourselves in (again). See below for some ideas on how you can implement real solutions for your advertisers, not just stopgaps, as we move forward in a cookieless world:

• Direct LiveRamp Integration: Without third-party cookies, advertisers must find alternative ways to reach their target audience. Leveraging and onboarding their first-party data (CRM data) is one way our clients can continue to reach their desired audience once the cookie is gone. Basis has recently expanded its partnership with LiveRamp, allowing customers to upload their CRM files directly into Basis without a reseller agreement or minimum spend commitment, making their first-party segments available for their DSP tactics within minutes.
• Revamped Contextual Targeting: Through integrations with premium specialists in the market – including ComScore, DoubleVerify, Oracle, and Peer39 – Basis users can access hundreds of segments that align their ads next to the most relevant content. Targeting options are available for popular categories such as demographic characteristics, location, interest, or page ranking. To facilitate optimal segment selection, Basis offers a one-of-a-kind, privacy-compliant cookieless targeting solution that automatically recommends contextual categories based on a marketer’s best-performing audience.
• Implemented Cookieless Conversions: Basis has updated tracking technology that allows users to measure cookieless click-through conversions, empowering advertisers to fulfill standard campaign management activities such as performance tracking/reporting and helping maximize return on ad spend.
• Enhanced Private Marketplace Deals: Our Media Solutions team is constantly curating PMP deals for Basis users to utilize premium publishers 1^st party data! Last week, we announced a partnership with Audigent, the leading data activation, curation, and identity platform. In addition to hundreds of new deals being made available in the deal library, Basis users can work with Audigent to create bespoke curated PMPs specific to their brand, product, and campaign needs. Popular bespoke solutions include: KPI-specific (high CTR, high viewability, low CPM), channel-specific (CTV, mobile, OLV), and industry-specific marketplaces (auto, healthcare, CPG/retail, financial services) – all focused on scalable targeting and premium inventory.

If you are looking for even more information on the future of advertising in a cookie-free world, you can download Basis’ Guide To Privacy-Friendly Advertising here!

**Photo credit to @carson.bakes!