How to prepare for the end of third-party cookies

The countdown is on: third-party cookies, those tiny bits of code that have fueled digital advertising for decades, are on their way out. For magazine and news website publishers, this isn’t just a minor tweak—it’s a seismic shift. But don’t panic (yet). With the right strategies, you can future-proof your advertising and audience data game without losing your mind—or your revenue. Let’s break it down.

What’s Happening (And Why You Should Care)

First, a quick recap for those who’ve been avoiding cookie news like it’s a GDPR pop-up:

• Third-Party Cookies Are Going Away: Chrome (the browser 65% of people use) is phasing them out by the end of 2024. Other browsers, like Safari and Firefox, already block them by default.
• Why the Change? Privacy concerns. Users (and regulators) want more control over their data, and cookies have been caught sneaking too many crumbs from the table.
• What It Means for Publishers: Without third-party cookies, targeting ads and tracking user behaviour becomes more challenging. But where there’s a challenge, there’s also an opportunity.

Step 1: Embrace First-Party Data (It’s Your New BFF)

Third-party cookies may be going the way of the dinosaurs, but first-party data is alive, well, and more valuable than ever. This is the data you collect directly from your audience.

• Build a Data Collection Strategy: Use sign-up forms, newsletter subscriptions, and surveys to gather information (with consent, of course).
• Enhance User Profiles: The more you know about your readers—their preferences, habits, and interests—the better you can serve them (and your advertisers).
• Invest in a CRM: Tools like HubSpot, Salesforce, or Pipedrive can help you organise and leverage your first-party data effectively.

Step 2: Explore Contextual Advertising

When you can’t target users based on their browsing history, target them based on what they’re reading right now. Contextual advertising is making a big comeback.

• Match Ads to Content: A travel guide to Italy? Perfect spot for an airline ad. An article about coffee trends? Cue the caffeine brands.
• Use AI Tools: Platforms like GumGum and Peer39 can help automate contextual targeting, ensuring the ads align seamlessly with your content.
• Pitch It to Advertisers: Highlight the benefits of contextual ads, like higher relevance and a more privacy-friendly approach.

Step 3: Leverage Publisher Co-Operatives

Strength in numbers! Publisher alliances are emerging as a way to pool data and compete with the tech giants.

• Join a Data Alliance: Collaborate with other publishers to share anonymised first-party data. Examples include initiatives like The Ozone Project in the UK.
• Offer Cross-Publisher Targeting: Advertisers get the scale they crave while you retain control over your audience data.
• Stay Compliant: Ensure any data-sharing initiatives align with privacy laws like GDPR or CCPA.

Step 4: Invest in New Tech Solutions

The ad tech world isn’t sitting idle. Plenty of cookie-free solutions are emerging to help publishers adapt.

• Identity Solutions: Tools like Unified ID 2.0 aim to replace cookies with anonymised identifiers tied to user logins.
• Privacy Sandboxes: Google’s Privacy Sandbox is an evolving suite of tools designed to enable targeting without compromising privacy.
• Data Clean Rooms: These secure environments allow you to match your first-party data with advertiser data without directly sharing user info.

Step 5: Double Down on Subscriber Relationships

If ad revenue becomes trickier to optimise, a strong subscriber base can act as your safety net.

• Add Value to Subscriptions: Offer exclusive content, ad-free experiences, or member-only perks.
• Experiment with Tiered Models: Provide options for casual readers and hardcore fans alike.
• Promote Engagement: Encourage subscribers to log in every time they visit. This not only strengthens their relationship with your brand but also enriches your data.

Step 6: Educate Your Team (And Your Advertisers)

A lot of people—your advertisers included—might not fully grasp the implications of a cookie-less future. Take the lead in providing clarity.

• Host Workshops: Bring your sales and editorial teams up to speed on new strategies and tools.
• Create Advertiser Resources: Develop guides or webinars that explain how your post-cookie advertising solutions can deliver results.
• Stay Informed: Follow industry developments so you’re always one step ahead.

Step 7: Test, Measure, and Adapt

No one has all the answers yet, which means experimentation is your best friend.

• A/B Test Campaigns: See which strategies work best for your audience and advertisers.
• Monitor Key Metrics: Keep an eye on engagement, conversions, and ad performance to identify what needs tweaking.
• Be Ready to Pivot: The landscape is still evolving, so stay flexible and open to new approaches.

Final Thoughts

The end of third-party cookies might feel like a curveball, but it’s also an opportunity to rethink and refine your strategies. By focusing on first-party data, embracing contextual advertising, and staying ahead of tech trends, you can future-proof your business and keep delivering value to both readers and advertisers. So, take a deep breath, grab a cookie (a real one), and start building a smarter, privacy-friendly future for your publication.