Don't Get Left Behind: Why AdAdapted is Your Cookie-Proof Partner for CPG Advertising

For years, the "changing digital landscape" meant worrying about cookie deprecation. This January, Google's test began, limiting cookies to 1% of Chrome users.  Concerned? You're not alone. CPG brands need solutions that deliver results and respect privacy.

That's where we come in. This post dives into the cookie conundrum and how AdAdapted's ad solutions are built to thrive in this privacy-first future. 

First vs. Third-party Cookies (plus MAIDs)

Here's a quick refresher on cookies: Both first- and third-party cookies are small text files that attach to your computer when you visit a website. They collect information about users’ site behavior, which helps provide a better experience for the visitor. 

Individual websites store first-party cookies, allowing visitors to log in without repeatedly entering passwords or updating preferences. These cookies make user experiences more seamless, and, importantly, they are not impacted by this privacy update. 

Alternatively, third-party cookies are created and placed on your computer by entities other than the website and are used for tracking as part of the web advertising ecosystem.

Growing privacy concerns worldwide have led to the phase-out of third-party cookies, with the dominant web browser, Google Chrome, now planning to block them entirely by 2025. 

What’s important to note is that cookies are web-only identifiers. For advertising on mobile devices, in-app ads use Mobile Ad IDs (MAIDs), which are not impacted by this deprecation. 

Why Cookie Deprecation Matters for CPG Advertisers

Traditionally, third-party cookies helped CPG brands target their ads to the right web audience. 

However, with cookie deprecation at hand, reaching your ideal customers becomes more challenging, depending on your ad partners’ capabilities. Unprepared media partners or untested methods could lead to wasted ad spend and declining ad campaign effectiveness. 

CPG advertisers face a unique challenge in the cookieless future. Unlike some industries, they often lack rich, first-party data due to selling through retailers. Even on their own digital properties, reaching anonymous site visitors who haven't opted-in is difficult. This heavy reliance on third-party cookies for audience targeting makes the shift to privacy-centric advertising even more pressing for CPG brands.

So, how might brands navigate this shift? As we move through 2024, CPG advertisers should consider partnering with ad tech solution providers that have demonstrated resilience against cookie deprecation. 

Not all media solutions are built the same, just like the brands they serve. Understanding your ad partners' preparedness will ensure your brand thrives during the digital shift. 

Finding a Durable Partner

For our clients’ (past, present, and future) peace of mind, we are pleased to confirm that, unlike other media solutions reliant on third-party cookies, our unique approach to digital advertising is largely unaffected by cookie deprecation. Here's why:

• Focus on In-App & Publisher Partnerships: We leverage first-party data and Mobile Ad IDs (MAIDs) within our extensive publisher app network. This direct connection ensures your message reaches the right audience without relying on third-party cookies.
• Privacy-Centric Solutions: We prioritize user privacy. Our web advertising solutions are contextual and relevant to the content users are already engaging with, ensuring a positive user experience while delivering impactful advertising.
• Precise In-App Retargeting: While we prioritize a holistic approach beyond retargeting, we understand its value. Unlike solutions reliant on third-party cookies, our in-app environment allows for precise retargeting using Mobile Ad IDs (MAIDs). This ensures your message reaches past app users who have already shown interest in your brand, maximizing campaign effectiveness within the privacy-compliant world of mobile advertising.

The AdAdapted Advantage

There’s a reason that we’re named AdAdapted—we pride ourselves on building ad tech that can thrive during uncertain shifts in our industry and nimbly adapt to future changes.

If you are curious to learn more about how our capabilities help you to thrive in a shifting digital landscape, here are three reasons to consider AdAdapted as your valued cookie-proof partner:

1. Durability and Resilience: Our approach is built for the future, unaffected by cookie deprecation.
2. Unparalleled Reach: We deliver scale across premium publishers while maintaining a privacy-compliant approach.
3. Effective Targeting: We use contextual targeting and first-party data to ensure your message reaches the right audience.

As always, reach out to request a demo any time from our CPG experts to learn more!