GOODWAY GUIDE

Preparing for a
Cookieless Future:
An Agency Road Map To
Approaching Testing
Identity Alternatives for
Your Clients

PREPARED BY

Alex Bloore
VP, Product & Data
Goodway Group

Andrea Kwiatek
Director, Strategic Partnerships
Goodway Group

May 2024

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 GOODWAY GUIDE

HELP YOUR CLIENTS

PREPARE WITH THESE
GUIDELINES
Google started disabling 1% of third-party cookies on January 4, 2024, and
plans to phase out all these cookies by 2025.
There’s no silver
With digital advertising relying so heavily on third-party cookie data for
bullet — there isn’t a
personalization, targeting and measurement, agencies must prepare and adapt single solution that
to help their brand clients be successful in a cookieless world. The time to start solves every
testing is now. challenge for every
marketer when it
With a new digital advertising era already here, several new cookieless identity
comes to filling the
alternatives have already been developed, with many more to come.
gap left by third-party
But how do you know which alternatives are right for your clients? cookie data.

First, it’s important to recognize there’s no silver bullet — there isn’t a single
solution that solves every challenge for every marketer when it comes to filling
the gap left by third-party cookie data.

Rather, agencies must assess their clients’ goals, strategies and key
performance indicators (KPIs) to determine the set of solutions that best meet
their clients’ needs. That way, you can help your clients successfully navigate a
cookieless future.

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 GOODWAY GUIDE

START NOW BY
ASSESSING THE IMPACT Assess These Areas
Targeting
Review your current clients’ digital strategies to ensure you fully understand their Evaluate how they’re currently
reliance on cookies today and what gaps need to be addressed when third-party cookies reaching their target audiences.
are no longer available.
Personalization
Discover if third-party
Evaluate and Enhance Their First-Party Data cookie data drives their
personalization.

Assess both the quantity and quality of their first-party data, how you’re currently using Measurement
it or could use it in the future. Determine if their KPIs are third-
party-cookie-dependent.

Insights
Leverage third-party data
Where’s their first-party data Where’s the data being to enrich first-party data-
coming from? (Website, stored? How often is it driven insights.
loyalty programs, etc.) refreshed or cleansed?

What data points are you Are there other data points
currently capturing? they could be capturing that
would be beneficial to their
Do they have consent marketing strategy?
and preference management
in place? How are they currently using Success Framework
this data? Are they
maximizing its full potential? Primary KPIs
What’s their overarching
business goal and how will
you measure their success?

Define a Measurement Framework Secondary KPIs

What secondary
Once you’ve thoroughly evaluated your clients’ first-party data and assessed the impact metrics serve as leading
indicators of how they’re
of third-party cookie data loss, define a framework for measuring the success of their
tracking toward their business
marketing efforts going forward. goal?
(Site downloads, inbound leads, etc.)

Be clear about their business goals and objectives and identify the performance metrics
Digital Health Metrics
you can track without the use of third-party cookies.
What upper-funnel metrics
indicate they’re tracking well
After assessing the impact and identifying gaps, select an alternative or set of toward your secondary KPIs?
alternatives to test, keeping in mind there’s no true replacement for third-party cookies (Site visits, pageviews, cart abandons, etc.)

— only options.

While several alternatives are currently in development, those listed in this guide are
available to test.

Continue Reading for Identity Alternatives

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 GOODWAY GUIDE

IDENTITY ALTERNATIVES
BENEFITS CHALLENGES

Built upon consumer consent, enabling direct, The authenticated universe, outside walled gardens,
trusted relationships with users. will equate to 20%-30% of available inventory, which
creates a valuable alternative.
Deterministic — based on consumer-provided
Authenticated identifiers like email. But it requires publisher buy-in and may not scale on
its own across the entirety of the open internet.
and Shared IDs Enables data-driven advertising across
cookieless inventory.

Includes CTV.

EXAMPLES:

Secure and privacy-compliant; no access to Clean rooms are very technically complex to work with
raw data. and often limited to a single platform. You are also
limited to day-forward data.
Combines first-party data with impression-
Clean Rooms level data.
Cross-platform measurement is very difficult.

EXAMPLES:

Facilitates access to valuable publisher first-party Concerns center around scale as publishers will
data aiming to replace the current third-party need to form cohorts and work together to create
cookie data market. buyer solutions.

Publisher-Driven Publishers know their consumers better than Measurement capabilities are a work in
anyone else, making them able to curate better progress, and while the ability to target
Data/ Cohorts audience targeting than currently available. successfully is achievable, what measurement
looks like is still TBD.

EXAMPLES: SSP-Facilitated Audience Targeting

Contextual signals are not reliant on cookies and Targeting is ID-less, which means it will inherently have
are strong indicators of performance. no "exposure to conversion" measurement.

Contextual targeting has come a long way from its You'll have to use either a clean room-type
origin with more advanced technology advertisers
Contextual should reconsider
collaboration environment with publishers, or
probabilistic measurement solutions such as media
Targeting mix modeling (MMM).

EXAMPLE: Work directly with publishers to curate content segments.

Allows a user's browser to act on the user's 79+ concerns were raised by the U.K. Competition and
behalf — locally, on their device — to protect the Markets Authority (CMA) in April 2024 (up from 39
user's identifying information as they navigate concerns in January 2024), leading to a delay while
the web. Google addresses them.

Google Privacy Reduces cross-site and cross-app tracking. Reservations were voiced by the U.K. Information
Commissioner’s Office (ICO).
Sandbox
Google’s proposed alternatives to third-party cookies
faced criticism for their efficacy by the IAB Tech Lab.

EXAMPLES: Attribution Reporting API Google Topics API

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 GOODWAY GUIDE

ALLOCATE YOUR
CLIENTS’ BUDGETS
20%-30%
Once you identify alternatives to test, revisit your clients’ current marketing
strategies and budgets to determine how much they spend on cookie-
based tactics or measurement today.
of the budget they
If an incremental test budget is available, it’s ideal to allocate that budget currently spend on
to testing alternatives. If not, advise they allocate about 20%-30% of the
cookie-based tactics
budget they currently spend on cookie-based tactics to an initial test.
should be allocated to
The window of time is narrowing before third-party cookies are an initial test.
deprecated, so scale successful tests quickly.

NOT SURE WHERE TO START WITH

IDENTITY TESTING?
We can help. Contact Goodway for a customized assessment. From strengthening your
clients’ first-party data and overall data approach to evaluating and testing the best future-
state identity solutions for your clients, we’ll help you navigate and thrive so you can lead the
way and provide them with a clear path forward.

Let’s talk today at info@[Link]. GET IN TOUCH

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