ADvendio Supports Media Industry to End Google’s Third-Party Cookies


With the end of third-party cookies from Google expected in 2023, companies are looking to digitally transform their offering and shift to a first-party data revenue strategy, to protect against significant financial loss. As Google is the biggest player in the market, this decision follows the pattern of other browsers such as Firefox, Edge and Safari. ADvendio’s customers said they would lose up to 40% of their ad revenue due to abandoning third-party cookies.

Search by McKinsey & Company suggests publishers stand to lose $10bn (£8.2bn) in revenue due to reduced personalization and audience targeting capabilities. The industry is hesitant about what the future of first-party data holds for its business and, more importantly, its bottom line. With no official date set for removing third-party cookies, companies are trying to put their new policies and systems in place before it’s too late.

When third-party cookies are deleted, the media industry faces several challenges, including; the need to compensate for the expected revenue loss by introducing new products and services, the need to make traditional inventory addressable in order to support fully omnichannel offerings, their current systems being outdated, inflexible and unprepared to adapt to new product/service demands, and media companies underestimate the importance of omnichannel advertising.

ADvendio helps businesses overcome these challenges, working with those who have the foresight and desire to digitally transform and outpace their competition. With a solution that offers modern omnichannel advertising support for multiple media channels, from print to digital to out-of-home (OOH), ADvendio helps companies centralize all audience and media data, across all channels and media types to better support the creation of flexible omnichannel products and services.

The ADvendio solution can support a media company’s first-party data strategy by providing inventory management, audience extension, data transparency, and self-service capabilities. Plus, with powerful reporting and analytics, media companies can be better armed than ever with data to make informed decisions about their business. This method ensures that media companies pursuing omnichannel advertising strategies have the capabilities to meet the needs of each particular channel, in a seamlessly integrated process from a single platform. Media companies can ensure operational efficiency while having on-demand access to important actionable information by leveraging bi-directional data interfaces to all media systems. Enable cross-channel performance comparisons and data-driven strategic optimization.

It is important that enterprises act now to identify an end-to-end solution, such as ADvendio, to support their first-party data strategy and help them establish their new first-party data revenue stream. A solution that can support their omnichannel advertising approach from print to digital and create efficient processes for them before removing third-party cookies. To give themselves the time they need to resolve issues around establishing their new revenue strategy before financial losses occur, companies need to act before the cookie obsolete date and plan accordingly.

ADvendio’s Vice President of Business Development, Julian Ahrends, said: “This is something new for all media companies, digital advertising has taken off in a world of third-party cookies and people don’t know to what to expect when this ends. However, we believe that a first-party data approach will see data be more reliable and advertising become even more targeted than before. When businesses are prepared with the right processes and solutions to support their new revenue stream, they will be set up for success. »


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