Cookies Will Be Gone… Sooner Than You Think  

Written By Maggie Jordan

For decades, the cookie has underpinned digital interactions, having been introduced in Netscape Navigator in 1994. Today, the reign of the cookie is on borrowed time, as the giants of the browser world, namely Google Chrome and Apple Safari, dominate the market, make decisive moves towards a cookieless landscape. 

Despite their widespread use, the elimination of cookies is imminent. Apple took the first leap in 2020, blocking 3rd party cookies by default on Safari. Google Chrome, on the other hand, is set to begin phasing out cookies for 1% of its users in early 2024, with a complete phaseout expected by year-end. For marketers, the alarm bells should be ringing. The era of cookie-based advertising – still a powerful tool – is drawing to a close, potentially compromising audience targeting capabilities. 

While some might have grown complacent, assuming this transition was far in the future due to Google's past delays, the reality is starkly different. The cookieless era is almost upon us, and the time for preparation is now. 

Cookieless: The Time is Now:

The removal of cookies from the equation amplifies the importance of identity resolution. The traditional methods of audience activation and targeting that are dependent on cookies, will need an overhaul, and Identity Resolution will take center stage.

  • Embrace Identity Resolution: It's about connecting the identity dots. Without cookies, a robust identity resolution mechanism that links multiple IDs becomes invaluable. A well-constructed ID graph facilitates the integration of various IDs and data points, offering a more comprehensive view of a user's identity. This ensures targeted reach and enhanced scalability.

  • Multiple ID Integration: To sustain and extend your reach, it's imperative to work collaboratively with a multitude of IDs. In a cookieless world, the breadth of your ID repertoire will define your marketing success.

Need an identity resolution primer? See one here.

THE BOTTOM LINE

Without cookies, you will need to utilize alternative IDs. Not just one, but many. And the identity resolution process connects multiple IDs together enabling a greater chance to find your audiences online.

Throtle: Healthcare’s Leader in Identity Solutions   

At Throtle, we understand the magnitude of the cookieless shift. As experts in healthcare identity, our tools and strategies are primed to ensure that healthcare marketers maintain, if not enhance, their audience reach in this new paradigm. 

  • State-of-the-Art Identity Solutions: Throtle's proprietary HCP and consumer identity graphs allow the seamless connection of multiple device IDs to anonymized profiles. This ensures that you can engage your audience effectively across all channels, irrespective of the cookie's absence. 

  • Collaboration with Leading Partners: We've joined forces with the frontrunners in cookieless tracking – Unified ID 2.0, InfoSum, Lotame, and Verizon. This collaboration ensures that you remain on the forefront of audience targeting. 

  • Dynamic Data Validation: Our cyclical validation process continually refreshes data, offering an unobstructed, accurate view of each user. Regular updates to our cookieless device identification data include key identifiers such as hashed and plain text email addresses, IP addresses, MAIDS, physical address, partner IDs and contact numbers. 

  • Leading the Way: Throtle's position as a leader in healthcare identity ensures we remain abreast of all developments in the cookie landscape. Our clients and partners can trust us to keep them updated and primed for success in a healthcare compliant manner. 

Maggie Jordan
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