ID5, the market-leading identity provider for digital advertising, has published a guide for brands to help them transition to a cookie-less future. Marketers, media planners and brands have for years relied on third-party cookies to control the way their ads deliver relevant messages to desired user groups. But the era of the third-party cookie is coming to an end. Safari and Firefox have already stopped supporting third-party cookies and Chrome will be sunsetting them from 2023.

Continuing to rely on the current cookie-based infrastructure for much longer is not an option considering the limited timeframe. Yet many brands have still not started their migration journey. Since Google’s announcement on the deprecation of third-party cookies, brands have been presented with many different solutions and methods to survive the cookie apocalypse, which has created lots of confusion, preventing some advertisers from taking action.

Recent success stories demonstrate that shared user IDs are an effective solution to the issue of addressability and measurement in the absence of third-party cookies. ID5 has therefore created a guide for brands that explains the steps they need to take to implement shared ID solutions in order to reach cookie-less audiences effectively today and be better prepared for the post-cookie world.

To successfully migrate to a privacy-first identification infrastructure, powered by shared IDs, advertisers need to ensure that their technology partners have made the necessary integrations and technical changes. ID5’s guide outlines all the steps that brands need to take to complete the migration successfully, including impact assessment, evaluation of and integration with shared ID solutions, compliance review and finally KPI and media performance dashboard updates. In addition to providing advice, the resource also includes estimated timings for each step, to facilitate brands in their allocation of time and resources as they begin to plan for a cookie-less future.

“The deprecation of third-party cookies is an opportunity to build a more efficient and privacy-safe identification infrastructure for the entire advertising ecosystem. Privacy-compliant, shared ID solutions, such as that of ID5, enable brands to address more users in all advertising environments as well as optimise and measure campaign performance without increasing dependency on dominant players”, comments Mathieu Roche, co-founder & CEO of ID5. “Yet time is limited for brands to prepare for the departure of third-party cookies. Our guide Transition to a Cookie-less Future equips brands with the knowledge they need to make informed, timely decisions on their journey towards a world without third-party cookies.”

Access the guide here: https://id5.io/resources/transition-to-a-cookie-less-future-a-guide-for-brands/