{"id":52512,"date":"2024-02-06T12:53:43","date_gmt":"2024-02-06T20:53:43","guid":{"rendered":"https:\/\/www.kochava.com\/?p=52512"},"modified":"2024-02-06T16:11:46","modified_gmt":"2024-02-07T00:11:46","slug":"third-party-cookie-deprecation-is-almost-fully-baked","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/third-party-cookie-deprecation-is-almost-fully-baked\/","title":{"rendered":"Third-Party Cookie Deprecation Is Almost Fully Baked"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Minimal impacts to Kochava and what marketers need to know<\/h2>\r\nOn January 4, Google began rolling out third-party cookie deprecation by default for 1% of Chrome users. For perspective, Chrome commands a 63% global web browser market share, with some 3.2 billion users(1)<\/a><\/sup>. According to Google\u2019s announcement<\/a>, this action is being implemented to facilitate testing ahead of a full roll-out in Q3 2024, when the change will be in effect for 100% of Chrome users.\r\n\r\nOther browsers, including Apple\u2019s Safari and Mozilla\u2019s Firefox, have already introduced privacy-driven initiatives that limit the use and application of third-party cookies; however, complete deprecation still remained on a distant horizon. That\u2019s changing here in 2024.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner right_padding_desktop=”40″ right_padding_phone=”0″ column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][image_with_animation image_url=”52513″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

What Advertisers Will Miss<\/h2>\r\nThird-party cookies have longstanding uses in web and mobile advertising, empowering performance-driven digital advertising for many years. They have been vital for a variety of marketing functions, from cross-site tracking to targeting and measurement.\r\n\r\nAdvertisers have relied on cookies to build user profiles based on site visitation and content viewing across the internet. By leveraging cookies through adtech platforms, they could identify audiences to serve targeted ads, a practice commonly known as behavioral advertising.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Additionally, third-party cookies enabled advertisers to measure metrics such as click-through rates, conversions, and attribution across devices and sites, providing visibility into how users interacted with ads across the customer journey. This helped optimize campaigns for higher return on investment.\r\n\r\nPublishers leveraged third-party cookies to serve interest-based ads on their sites, retarget prior visitors, and measure ad engagement, using the data to maximize yield from their ad revenue.\r\n\r\nIn recent years, increasing privacy legislation and browser restrictions have limited the capabilities of third-party cookies. As the industry transitions, alternative privacy-focused solutions are emerging for audience targeting, personalization, and measurement.\r\n\r\nHow do these changes affect the measurement and attribution solutions provided by Kochava?\r\n

Kochava and Third-Party Cookie Deprecation<\/h2>\r\nThe attribution methodologies employed by Kochava for its measurement solutions do not rely on third-party cookies. To perform attribution of conversion outcomes back to ad campaigns, Kochava leverages the following:\r\n