That’s the question many publishers are asking their visitors today - and the question users are asking the brands following their digital footprints. The deprecation of third party cookies across Safari, Firefox and Edge browsers, with Chrome expected to follow suit in early 2022, is forcing the industry to rethink relationships with consumers when it comes to identity.
Identifiers are all the rage but they only account for one side of the addressability and measurement issue. Consumer opt-in is imperative for the long term health of our digital ecosystem, but many publishers authenticate fewer than 10% of their users if they can authenticate any at all, meaning that there’s a systemic problem across the publisher/supply world.
Publishers can fill the gap in audience identification by empowering and educating their audience on the value and benefits of the value exchange. Read about these win-win opportunities here to thrive in a cookieless world.