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
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
Zero-party data, CDP, DMP. What do all the terms related to identity and third-party cookie
We break it down for you below.
The broader data set generated by real-time bidding (RTB) auctions -- won, lost or passed over -- across
swathes of biddable online audiences.
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.
A centralized repository allowing the storage and analysis of all structured and unstructured data at any
A DMP stores, organizes and analyzes customer segment and ad campaign data from a variety of sources to
Behavioral data collected by observing customers as they browse your website or app or visit your ecommerce
The practice of creating a unified customer profile by incorporating data from across devices and
The process of identifying users who look and behave like your audiences to expand your pool of targetable
First-party data that passes through a second set of hands--essentially, someone else’s first-party data.
A grouping of users based on shared characteristics across any number of criteria.
Data bought from outside sources that did not originally collect the data.
Unique profiles created from the combination of individual behavior patterns and data around interests,
Data a customer intentionally shares with you via registration forms, surveys, preference selections and
explicit data-capture tactics.
Cookieless Readiness Checklist
For those publishers that built large audiences based on third-party data, that
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.
Can you…collect zero- and first-party data?
The timeline for a given publisher to fully be “ready” for third-party cookie deprecation will differ based
on the volume and level of engagement of readers. You need a minimum number of users providing zero-party
data in order to generate effective lookalike segments. To do that, it’s necessary to start targeting some
segment of your audience and guiding them to register and provide their data. This will look different
across different publishers based on how you are incentivizing your readership to share their data. A
simple way to start:
- Ask users to register in order to access locked content, using a passwordless registration flow to further
smooth out the process. The Piano platform's
passwordless registration option can reduce friction and make signup faster for users. Pre-built fields for
age, gender and other sociodemographic characteristics make capturing valuable segmentation data easier.
- You can leverage out-of-the-box fields to collect this data, such as profession and number of children.
- You can also add more fields based on the data you are looking to capture.
Can you store data and consent?
It might sound obvious, but you need a place to store all of this data and consent. Data-management
platforms (DMPs), customer data platforms (CDPs) and consent management platforms are tools that can help. A
DMP stores, organizes and analyzes customer segment and ad campaign data from a variety of sources to
improve targeting. CDPs collect real-time data from across a variety of touchpoints and structure it into
individual, centralized customer profiles. Consent management platforms help websites protect the data
privacy of users and comply with privacy regulation like Europe’s General Data Protection Regulation (GDPR)
and the California Consumer Privacy Act (CCPA).
Can you segment your audience?
Use audience segmentation tools to create subsets of your users based on like characteristics extracted
from zero- and first-party data and leverage lookalike modeling to produce larger audience pools.
Do you have a strategy for collecting more data?
Collecting more data over time requires thinking through where in the customer journey the right moment is
to ask for it. At each stage, aim to understand where the user is in their relationship with you and how to
move them deeper into the funnel and collect more data to build that consented user profile. As an example,
asking for a postal code to localize news and weather.
Can you link to an identity partner?
You need one of these to replace cookie-matching in order to activate all that zero- and first-party data
you will collect. Some well-known providers are LiveRamp and ID5. Ensure to vet their offerings to see which
identifier could work best for your business.