Piano’s Guide to the Cookieless Future

As Google moves to deprecate third-party cookies in 2022, it’s time for publishers and brands to prepare. Whether it’s through onsite targeting, content monetization or advertising, how organizations will continue targeting and engaging with their audiences in respectful, relevant ways is paramount to their continued success.

Our cookieless survival kit aims to help you determine how to start shifting away from reliance on third-party cookies toward using your own data for even richer, direct-user relationships. Check back often, as we’ll be updating with more information as the industry continues to transition.

The Cookieless Readiness Survey

How ready are you for the end of the third-party cookie? The below survey aims to uncover how prepared both the sell and buy sides are for this transition. Participants will receive the results of the survey in early Q2.

Take the Survey

Cookieless Glossary

Zero-party data, CDP, DMP. What do all the terms related to identity and third-party cookie deprecation mean? We break it down for you below.

  • Bidstream The broader data set generated by real-time bidding (RTB) auctions -- won, lost or passed over -- across vast swathes of biddable online audiences.
  • Consent management A process that allows a website to meet privacy regulations such as GDPR or CCPA by obtaining a visitor’s consent to collect their data through cookies.
  • Customer data platform Known by its abbreviation CDP, this type of platform collects real-time data from across a variety of touchpoints and structures it into individual, centralized customer profiles.
  • Data clean rooms An instance that lets a company connect data with partners without having to send the data around.
  • Data lakes A centralized repository allowing the storage and analysis of all structured and unstructured data at any scale.
  • Data-management platform A DMP stores, organizes and analyzes customer segment and ad campaign data from a variety of sources to improve targeting.
  • First-party data Behavioral data collected by observing customers as they browse your website or app or visit your ecommerce store.
  • Identity resolution The practice of creating a unified customer profile by incorporating data from across devices and touchpoints.
  • Lookalike modeling The process of identifying users who look and behave like your audiences to expand your pool of targetable users.
  • Second-party data First-party data that passes through a second set of hands--essentially, someone else’s first-party data.
  • Segment A grouping of users based on shared characteristics across any number of criteria.
  • Third-party data Data bought from outside sources that did not originally collect the data.
  • User profiles Unique profiles created from the combination of individual behavior patterns and data around interests, intent and context.
  • Zero-party data Data a customer intentionally shares with you via registration forms, surveys, preference selections and other explicit data-capture tactics.

Cookieless Readiness Checklist

For those publishers that built large audiences based on third-party data, that business model is about to change. These shifts will require deeper engagement and building pools of known users. Here is what to consider to get started as we transition away from third-party cookies.