SAN FRANCISCO, CA — The way the online advertising business has targeted audiences for years is being ripped up – but marketing technology vendors are trying to see the glass half-full.<\/p>\n
Google has declared<\/a> it will phase out all third-party cookies<\/a> – the tiny, user-side files that store information – from its Chrome browser by 2022.<\/p>\n In this video interview with Beet.TV, LiveRamp<\/a> agency partnerships GM Daniella Harkins says the news is a blow – but there is silver lining.<\/p>\n “It’s almost earth shattering to our industry,” Harkins says. “(But) with change comes opportunity.”<\/p>\n Specifically, Harkins imagines two positive trends flowing from the news:<\/p>\n The writing was arguably put on the wall for cookies when GDPR was introduced a couple of years ago, placing tighter limits on what marketers and platforms could do with user data.<\/p>\n In Europe, explicit cookie consent directives had already begun to eat away at cookies’ effectiveness.<\/p>\n Subsequently, greater user control over third-party cookies in Safari and Chrome had further reduced the extent to which advertisers can depend on the technique.<\/p>\n It all helps add up to make a world in which marketers will have to benefit more from an opted-in relationship with a consenting user than from cookie-ing them around the web.<\/p>\n But Harkins is relaxed. “Now different partners are starting to think about inserting the individual into a bid stream so that we’re not necessarily losing how we can transact,” she says. “I think that fundamentally is really going to help drive the industry forward.”<\/p>\n The interview was carried out by Beet.TV director of editorial and strategy Jon Watts.<\/em><\/p>\n It took place at RampUp<\/a>, LiveRamp’s summit for marketing technology in San Francisco, presented by ZEFR.<\/em><\/p>\n\n