10 cookie flavors you should know before 2023

By Ph.D. Ariel Hanemann Intent IQ's – Head of Data Science.

1- Where did all my cookies go?

Our industry is about to experience an earthquake. The third-party cookies will stop being supported in chrome browsers in 2023.

2- Do all the demand partners (DSP) see the same IDs from different websites?

Third-party cookies are IDs that are unique to each browser and make it simple, and each browser has its third-party cookie that is persistent across different websites. This means that whenever the browser is on a website, the DSP sees the same user ID.

In this system, it is easy to identify the same user across different websites and find the best ad based on accumulated data about the surf history and other user profile attributes associated with the user's third-party cookie).

3- OMG 2023 No cookies at all???

In 2023 we will no longer have third-party cookies in chrome browsers.

4- Let's talk about SSO (single sign-on) as an option?!

One option is the single sign-on-based ID, which means that users will need to sign on with their emails on websites to view the website's content. Google recently announced that it will not play ball and will not support SSO via Google to authenticate users on browsers.

5- Will you agree to sign in for a regular website?

While it is reasonable to assume that some users will agree to sign on to their most visited websites, knowing the internet, it is also very reasonable to think that most users will not sign on to most websites. Especially today, only ~2% of internet traffic is authenticated.

6- Houston, we have a problem. Give me some stats?

In fact, market predictions are that single sign-on will eventually have around 14%-20% coverage at most.

7- Are we doomed to have 14%-20% target ad space compared to targeted ad space available with third-party cookies?

Not necessarily. Apart from single sign-on IDs, we will also have first-party cookies. First-party cookies are also unique IDs, but each browser will have a different ID for each website I.e., for each website my browser visits, I will have a different ID.

8- What if we could Cluster 1st party cookies?

If we could cluster 1st party IDs under a single group (associated with a privacy-friendly anonymous Universal ID) this could mean 100% coverage would be available in this universe. However, using first-party cookies to identify users could be a challenging technical task to achieve. Therefore, clustering first-party cookie IDs from different websites as a single group of IDs belonging to the same browser could be a perfect solution.

9- Mission Impossible

This seems like an impossible mission, both scale-wise and algorithm-wise. Once we look at first-party cookies, the scale grows by around 5000%, and the signals that suggest several first-party IDs are from the same browser are extremely rare.

10- Intent IQ TECHNOLOGY MAKES THIS Mission doable

Based on our decade-long experience in the Identity world and the vast amount of resources we put into our technology, we can now offer our solution that clusters all the first-party ids of a browser under a single universal privacy-friendly ID with an unrivaled accuracy of >90%. This solution will allow us to use the cluster to achieve the exact targeting and attribution available with the original third-party cookies while keeping unauthorized parties from sharing user information.