Major Ad Tech player maintains course despite third-party deprecation cookie delay

Following Google's announcement, to postpone the deprecation of third-party cookies in Chrome until early 2025, a major ad tech company, Criteo, has emphasized its commitment to its existing strategy for navigating the changing privacy landscape.

The company maintains that the revised timeline does not necessitate a shift in its approach. They will continue to pursue a "multi-pronged" strategy to maintain addressability, a term referring to the ability to deliver targeted advertising to specific audiences. This strategy rests on three key pillars:

• First-Party Data Leverage: The company prioritizes leveraging first-party data, such as Hashed Emails (HEM), a privacy-preserving method for identifying users. HEM allows brands to match their customer email lists with hashed email addresses on publisher sites, enabling targeted ad delivery without revealing individual email addresses.
• Reaching Consumers in Controlled Environments: Criteo highlights the importance of reaching consumers within closed environments, such as retailer websites or social media platforms. These environments often offer greater control over data collection and targeting methods compared to the open web.
• Active Participation in Privacy Sandbox Testing: The company remains actively involved in testing solutions within Google's Privacy Sandbox initiative. This initiative aims to develop alternative methods for online advertising that prioritize user privacy.

These pillars collectively support the company's broader "addressability ethos," which emphasizes the need for scalable and interoperable privacy-safe solutions. The company believes such solutions are crucial for fostering a more open, unified, and efficient ecosystem that benefits all stakeholders, including advertisers, publishers, and consumers.

Implications for marketers

This announcement by Criteo provides valuable insights for marketers navigating the evolving online advertising landscape. Here are some key takeaways:

• Focus on First-Party Data: Building a robust first-party data collection strategy is paramount. This may involve acquiring user consent for data collection and offering incentives like personalized content or exclusive offers in return.
• Explore Alternative Environments: Consider advertising opportunities within closed environments like curated marketplaces or social media platforms, where targeting options may be more robust.
• Stay Informed on Privacy Sandbox: Actively follow developments regarding Google's Privacy Sandbox initiative. Participating in beta testing of these solutions can provide valuable experience and insights ahead of their wider adoption.

By proactively preparing for a future with limited third-party cookie functionality, marketers can ensure they remain strategically positioned to deliver targeted advertising effectively.