LiveIntent Blog
  • Solutions
    • Advertiser solutions
      Discover a new advertising channel for powering profitable growth.
    • Publisher solutions
      Maximize the revenue generated across email and web inventory
    • Identity data solutions
      Build stronger connections with addressable audiences everywhere.
  • Identity framework
  • Case studies
  • Company
    • Our story
      Learn more about us, our mission, vision, and the people behind it all.
    • Careers
      Grow and develop personally and professionally at LiveIntent.
    • Press
      Read up on how LiveIntent is innovating the digital ecosystem.
    • Events
      Check out our upcoming events and stay up-to-date with all things martech.
  • Resources
    • LiveIntent Library
      Learn how to harness the power of email with our eBooks, guides, and reports.
    • Blog
      Explore martech topics, strategies, and tactics with fun, insightful content.
    • Knowledge base
      Get answers to all your pressing product related questions.
    • Brand assets
      Everything you need to know about the LiveIntent brand all in one place.
Contact Us
LiveIntent Blog
  • Solutions
    • Advertiser solutions
      Discover a new advertising channel for powering profitable growth.
    • Publisher solutions
      Maximize the revenue generated across email and web inventory
    • Identity data solutions
      Build stronger connections with addressable audiences everywhere.
  • Identity framework
  • Case studies
  • Company
    • Our story
      Learn more about us, our mission, vision, and the people behind it all.
    • Careers
      Grow and develop personally and professionally at LiveIntent.
    • Press
      Read up on how LiveIntent is innovating the digital ecosystem.
    • Events
      Check out our upcoming events and stay up-to-date with all things martech.
  • Resources
    • LiveIntent Library
      Learn how to harness the power of email with our eBooks, guides, and reports.
    • Blog
      Explore martech topics, strategies, and tactics with fun, insightful content.
    • Knowledge base
      Get answers to all your pressing product related questions.
    • Brand assets
      Everything you need to know about the LiveIntent brand all in one place.
Log in Contact Us
  • Blog Homepage
  • Programmatic Advertising
  • Email Monetization
  • Identity Resolution
  • LiveIntent Culture
  • Real Time Banter
  • LiveIntentional
  • Subscribe

Third-party cookie nightmares: What’s keeping publishers up at night?

    • Identity Resolution
  • October 27, 2020
Victoria de Leon
Director, content marketing

Watching your teeth fall out. Being chased by a giant animal. Missing an important event. Showing up naked to school.

These are all common nightmares – but not for publishers. At least, not while they’re stuck in this strange limbo between using third-party cookies and waiting for them to be disabled on Chrome browsers.

Because for publishers, the scary creature isn’t the monster under the bed. It’s the concerns about data privacy, content strategy pivots, and frequency capping. (The horror!)

To find out exactly what keeps publishers up at night, we caught up with Garrett McGrath, VP of product management at Magnite, and Jessica Muñoz, VP of product marketing at LiveIntent, in a recent Real Time Banter webinar.

(Caution: Don’t read by yourself at night. You’ve been warned …)

Nightmare #1: Being first

Publishers are curious about this new phase of customer data tracking – and they know they have to prepare for it eventually. They just don’t want to be first to the chase.

“Publishers are saying, ‘I definitely want to be able to put my data to work. I don’t want to give it away. I want to yield the power that it gives me to foster great relationships with both my readers and my advertiser partners,'” said Muñoz. “But they’re also saying, ‘We want to wait a little bit because we’re concerned about being the first to migrate. And does that mean we have to completely shift everything today?'”

Nightmare #2: Navigating an anonymized internet

Without third-party cookies, publishers will have to learn to operate on an anonymized internet, using first-party data like email addresses to identify their audiences.

“There’s a large contingent of people talking about a cohort-driven digital economy, where affinity groups are assembled, and can then be purchased or targeted against in privacy-safe ways,” said McGrath. “So you’re not targeting individual users. And that raises questions about retargeting in the future.”

Nightmare #3: Building a new toolkit

Changing strategies is one thing. Developing an entirely new technology stack is another.

“Publishers are realizing that their toolkit has to change, along with the way they think about their data, their user signals, and what sort of value exchange they can make clear to their users so they can gather signals in transparent, opt-in or opt-out ways” McGrath said. “They don’t necessarily have to think about those things today. They just automatically happen in the background.”

But that won’t happen forever.

Nightmare #4: Saying goodbye to programmatic

Automated systems aren’t necessarily going to go away, but they may change.

As McGrath said, “Programmatic trading is still accelerating and in its infancy. I don’t think that the systems that we use will change – they will mature and grow and become more flexible and more controllable by publishers. But the systems that we use within those systems to represent identity or identity-like signals will mature into this first-party driven world.”

0
Tweet 0
Victoria de Leon
Director, content marketing

Must-Read Content

    • Identity Resolution

What is personalization and how to use it

  • Victoria de Leon
  • December 21, 2022
    • Identity Resolution

LiveIntent announces Identity Enrichment on Salesforce AppExchange, the world’s leading enterprise cloud marketplace

  • Adam Berkowitz
  • November 29, 2022
    • Identity Resolution

With great data comes great responsibility

  • Victoria de Leon
  • November 22, 2022
Learn more about Identity Resolution.
View Post
  • Identity Resolution

LiveIntent mentioned in the 2022 Gartner® Marketing Technology Vendor Essentials Guide

  • Adam Berkowitz
  • November 16, 2022
View Post
  • Identity Resolution

A year of Apple’s Mail Privacy Protection

  • Victoria de Leon
  • November 15, 2022
View Post
  • Identity Resolution

Single customer view: What is it and why does it matter?

  • Victoria de Leon
  • October 24, 2022
View Post
  • Identity Resolution

Customer segmentation: What is it and can identity resolution help?

  • Victoria de Leon
  • October 12, 2022
View Post
  • Identity Resolution

What’s an identity graph?

  • Renu Jinturkar
  • October 4, 2022
View Post
  • Identity Resolution

Identity resolution: Everything you need to know

  • Victoria de Leon
  • September 28, 2022
View Post
  • Identity Resolution

3 new insights from the inventor of website cookies

  • Victoria de Leon
  • September 6, 2022
View Post
  • Identity Resolution

LiveIntent’s Identity Framework recognized as top 10 in the industry

  • Charlie Buckley
  • July 26, 2022
LiveIntent Blog
Think outside the inbox and discover all the innovative ways email can help you grow your business.
© LiveIntent 2022
  • Solutions
    • Advertiser solutions
    • People-Based audiences
    • Publisher solutions
    • Identity data solutions
    • Identity framework
  • Company
    • Our Story
    • Careers
    • Employee Resource Groups
    • Press
    • Events
    • Contact us
  • Resources
    • Case studies
    • Blog
    • Knowledge base
    • Brand assets
  • Legal
    • Powered by
    • Content policy
    • Website privacy policy
    • Services privacy policy
    • Do not sell my info
    • Ad choices
© LiveIntent 2022
Popular topics
  • People-Based Marketing
  • Meet-a-LiveIntenter
  • Email Revenue
  • Identity Graph
  • Subscriber Acquisition
  • First-Party Data
  • Direct-to-Consumer
  • Cookie Apocalypse