Cookies are on the way out. Here’s why there’s nothing to fear.


Google has officially disabled third-party cookies in 1% of global Chrome users. This marks only the beginning of a year-long plan to completely phase out all third-party cookies on its browser through a new feature called Tracking Protection, which will begin automatically restricting cookies by default. This change will impact the ability of advertisers to deliver targeted messages in cookie-based media channels.

At BRIDGE, we are ready to address these changes. We have never and will never rely on cookies to distribute ads across digital channels. We specialize in helping businesses and marketers achieve long-term success through people-based, first-party data strategies. Since day one, we have been prepared for the phasing out of the cookies. 

Here are our marketplace principles that will guide our work in solving this for our customers and partners:

1. Technology accelerates everything

This is nothing to fear. As it has in every industry –automotive, manufacturing, travel, finance – technological automation accelerates the pace of business, and now it’s accelerating the pace of the media & advertising business. We’re witnessing the changes in how media is managed and how advertising is bought and sold. This transformation has made the media & advertising industries two of the most dynamic sectors of the economy.

2. More impressions everywhere

As the number of screens continues to proliferate, so do the number of ad impressions. Advertisers are faced with the challenge of effectively connecting with people in a world where nearly every screen or surface may eventually serve ads.

3. An abundance of media choice makes relevance king

As media choices increase, there is also the expectation that every single impression will be relevant. Consumers filter content choices for relevance; media buyers filter impressions for value; publishers filter buyers for revenue opportunities.

Furthermore, technology has become one of the most intimate parts of our lives, changing our expectations of it. Consumers and businesses alike expect technology to anticipate their needs and help them filter for the content that is most relevant to them. This expectation has been reinforced by consumers’ experience with web search, smartphone apps, and social media. This is why first-party, permission-based audiences are more important than ever

4. ACTUAL People

Starting with knowledge of ACTUAL people is a distinct advantage in today’s advertising environment. This empowers advertisers to connect messages with actual people using identity resolution — matching identifiers across multiple unique data points and devices to build a cohesive profile of each individual. Audience insights must be comprehensive so marketers can discern who each individual is, down to her name, address and even the cross-device journey that led her to a purchase, all in a privacy-compliant way.

5. Ad technology should be agnostic

An advertiser’s technology partner should be agnostic to its business interests. Major tech giants like Google and Facebook have built solutions for advertisers and media companies, but it’s important to remember that these companies also have significant e-commerce, advertising, and media interests. As advertisers look for tech partners, they should prioritize their long-term strategic goals and make the choice to work with truly independent partners.

6. One view into a multichannel world

Most advertisers are challenged by a media landscape that seems to constantly be spliced up into different screens and formats. This requires one view into a multichannel world. A one-platform solution offers marketers the ability to manage their business holistically even as they are now packaging messages in a myriad of new ways.

7. TRUE people-based targeting allows marketers to work at the speed of real-time

True people-based targeting empowers marketers to accelerate the pace of their business to meet the requirements of the emerging cookie-less environment. It provides the independence and autonomy that allows them to control their own destiny, even as the world around them shifts and changes every day.

Charting your course for success

The departure of third-party cookies may mark a challenging moment for marketers as they’re suddenly pushed to embrace adaptation, innovation, and change. The shift towards first-party data is not merely a trend but a strategic necessity, promising enhanced precision, customer loyalty, and compliance with evolving privacy standards.

BRIDGE has always been and will continue to be committed to using people-based, first-party data strategies to help businesses and marketers achieve long-term success. We will never rely on cookies to distribute ads to their target audience. So what are you waiting for?  If you’re looking for personalized targeting and expert guidance in the post-cookie world, reach out to us.

Let us be your ally in this new digital landscape, where first-party data paves the way for more meaningful connections with your audience. The future is data-driven, and BRIDGE is poised to lead the way.

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