Here a cookie, there a cookie, everywhere a cookie, cookie.

As Google announced that third-party cookies will remain in Chrome, the ad-tech industry breathes a sigh of relief. Yes, third-party cookies will no longer be phased out, which means that on Chrome things seem to remain as status quo. But there was something else in that announcement that requires clarification: Chrome will add new controls around informing the user of their choices and giving them an actual choice to make. And we’re curious to understand what those controls would be and what kind of consent rates they would achieve.

As the industry has been waiting to see when and what the cookie decision will be, everyone was hoping for a better and clearer vision they could count on. For some longevity. The reality - cookieless on Chrome has failed, as Google was unable to provide an alternative. 

But they are not the only ones working on it. Preparation for the last third-party cookie to be gone, has triggered true innovation across the industry, giving birth to a number of privacy-preserving technologies, working not just on solving the Cookieless problem, but on solving a much bigger challenge - the lack of unification across the ad-tech ecosystem. 

The reality is that third-party cookies sticking around on Chrome, doesn’t change the fact that advertising data is highly fragmented, poorly organized and often its origins are unknown. 

• Activating first party data is hard and lacks scale. Bridging customer and consumer data is a highly sought after capability. 

• Third Party data is riddled with quality challenges, poorly accessible and not available in IOS, Safari, Firefox and CTV. Also, the amount of people that are not giving consent to process any personal data is ever increasing. 

• Understanding context from data is key, hard to do and insights are fragmented. 

• Privacy Enhancing Technologies are important, EU based companies are in the lead here as we have been dealing with GDPR since 2018. 

With the rise of privacy-preserving technologies, we are finally seeing the possibility of Audience Unification across environments, devices, platforms, while respecting the choice of the consumer. 

So let’s not hit the brakes on innovation just because 50% (for now) of the web will keep the possibility of third party tracking. There is so much more to be gained by focusing on the big picture. Making data work for Brands, enabling them to be as relevant as possible to consumers and provide the best experiences. 

Here is how Rayn can help

Rayn makes working with advertising data easier, with its unified audience creation, activation and measurement, powered by GenAI and advanced prediction modeling. 

When focusing on Audience unification - from building the audience, through activation to measurement, advertisers can finally get a full and complete picture of their advertising spend. 

Rayn makes that possible with our AI-enabled Media personas. They are future proof, privacy preserving and independent of the environment you engage with your Audience.  We can tell you more about your customers, and help you find new ones. Rayn gives more color to data and makes working with data easier.

Reach out to us here to find out more.