Are you truly prepared for the cookie-less world? - Marketing Interactive | The Marteq Alert |
Nielsen unveiled its ID resolution system last week that will support cross-media measurement, including digital, in a cookie-less world. This comes ten months after Google first announced that it will phase out third-party cookies by 2022. According to Nielsen, its ID resolution system comprises ecosystem connectivity, machine learning models and Nielsen ID. Additionally, it will also work with The Trade Desk and the industry on Unified ID 2.0, an open and interoperable ID built on hashed and encrypted email addresses.

This move is in a bid to reconcile various first party IDs and replace third party cookies across the digital ecosystem. Besides Nielsen, Unified ID 2.0 has also received support from other adtech firms in the industry including PubMatic, Magnite, Criteo and LiveRamp. Unified ID 2.0 was created by The Trade Desk to help companies prepare for a cookie-less world. The Trade Desk said that the latest ID framework will be built from hashed and encrypted email addresses, while remaining open and ubiquitious, and at the same time ensuring consumer privacy and transparency.

Given that Safari and Firefox both announced that they are removing third-party tracking cookies in 2017 and 2018 respectively, Google's move might not be a new one. However, it is safe to say that Google's announcement rang alarm bells because more than 60% of users are on Chrome. According to web traffic analysis company Statcounter, Google Chrome's market share stands at 64%.