Advanced Matching: How to Adapt to Cookieless Environments

In recent years, there has been ongoing discussion about browsers gradually phasing out the use of third-party cookies (#cookieless). In 2019, Mozilla began blocking third-party cookies in Firefox, and Apple introduced the ITP privacy system for Safari in 2020, leading to similar measures. Google also started restricting the use of 3rd party cookies in Chrome from January 2024, planning a complete ban by the end of the year.

Types of Cookies

There are three main types of cookies:

  • 1st party cookies are transmitted directly by users, for example, when filling out forms.
  • 2nd party cookies are obtained from advertising services and intermediaries that process user data.
  • 3rd party cookies come from various sources and are used to identify users and provide personalized advertising.

Consequences of Disabling Third-Party Cookies

The disabling of third-party cookies will complicate user identification, reducing the effectiveness of advertising campaigns and increasing the cost of acquiring leads. Website owners will also face a decrease in the value of advertising inventory and a reduction in CPM.

Expert Opinions

Industry representatives, including the product director of marketing agency 27Heads, Timofey Shikolenkov, and the head of AdOps at company «Kvant», Denis Rubezhansky, discussed the impact of these changes. They emphasize that to maintain the effectiveness of advertising, it is necessary to switch to the use of 1st party cookies and develop new technologies for analyzing and personalizing advertising campaigns.

How to Adapt to Changes

One solution is the use of Advanced Matching by #Yandex, which allows collecting user data directly from the site. This ensures more accurate identification of users and helps improve the results of advertising campaigns.

Conclusion

It is necessary to actively integrate new technologies and develop alternative methods for collecting and analyzing data to maintain a balance between user interests and the needs of the advertising market. The industry continues to search for solutions that allow effective operation under the new realities.

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