Death of Third-party Cookies: The First-Party Media Monetization ChecklistPUBLISH DATE: 20 July 2022
With the world on the web prioritizing privacy and security, major online browser vendors such as Mozilla Firefox and Apple were forced to phase out third-party cookies. Furthermore, Google Chrome is on a similar path to prohibiting third-party cookies by the end of 2023.
This has heightened the value of first-party data. In a first-party environment where media owners’ assets have become critical, relying on rapid repairs is no longer an option. An action in one area will have ramifications across several aspects of the organization. Therefore, this requires an audience and monetization checklist.
The Audience and Monetization Checklist
What are the separate components of a good media strategy, and how do they connect? Below are a few components of the audience and monetization checklist to follow:
- Recognize your audience. Who are your users/clients? What do they desire? What do they require? Examine the external influences that affect them so that opportunities and problems may be identified sooner.
- Concentrate on the product (media, not the ad slot). Audiences aren’t people who surf the web looking for advertising to click on. The offering (news, movies, games, etc.) attracts and maintains them, resulting in the high-quality engagement that marketers need.
- Create an exceptional user experience. It supplements a solid product, aids data strategy, and fosters confidence and trustworthiness.
- Use a “trust funnel” as the core of a data strategy (no consent, no party). Use it as a stepping stone to developing more advanced techniques (e.g., registration, subscription, and zero-party data strategies). It also helps to mitigate the effects of ad blockers.
- Increase the value of first-party assets by keeping them packaged for a more compelling offering to marketers. A full bundle has value: a genuine audience, premium context, data, authentication, and compelling forms. Selling (and purchasing) the environment as a whole is also critical for brand safety.