In 2024, the digital landscape is poised for a significant shift as major browsers prepare to disable third-party cookies. This transformative process has already commenced, with Chrome following Firefox and Safari that have long implemented steps to deprecate third-party cookies. As of January 4, 2024, Chrome initiated the restriction of third-party cookies for 1% of its users through the Tracking Protection feature, a measure intended for testing before extending to 100% of users in Q3 2024.

While this move marks a positive stride toward enhanced web privacy, it raises crucial questions about the future of advertising in general and targeting in particular. At MGID, we embrace these changes proactively and are prepared to navigate the evolving terrain. Join us as we delve into the details of how MGID is gearing up for the impending cookiepocalypse.

Life After Third-Party Cookies: What Does This Mean for Advertisers and Publishers?

Is there life after cookies and who will be most affected by their deprecation? In fact, it can have significant implications for both advertisers and publishers, but the impact may be perceived differently depending on the perspective.


  • Challenges: Advertisers heavily rely on third-party cookies for targeted advertising, retargeting and measuring campaign effectiveness. With the deprecation of third-party cookies, advertisers may find it more challenging to deliver personalized ads based on users' browsing behavior across different websites.
  • Opportunities: Advertisers will need to adapt to alternative methods of targeting and measuring performance, such as first-party data, contextual targeting and new technologies like privacy-preserving APIs. This shift may lead to a more privacy-centric and user-focused approach, potentially fostering greater trust and engagement.


  • Challenges: Publishers might face challenges in monetizing their content as the deprecation of third-party cookies can impact the effectiveness of programmatic advertising. This is because advertisers might find it harder to target specific audiences without relying on third-party data.
  • Opportunities: On the positive side, publishers that have strong first-party relationships with their audience can benefit from the shift. They can leverage their own first-party data for advertising and develop more direct and personalized relationships with advertisers. Additionally, publishers can explore contextual advertising, which relies on the content of the page rather than user tracking.

And now let's get straight to our MGID's roadmap amidst cookie changes.

Step #1: First-Party Data Focus

As part of the post-cookie masterplan, MGID is placing a strong emphasis on first-party data. First-party data refers to information collected directly from users when they interact with a website or platform and that they willingly share, such as preferences and behavior.

At MGID, first-party data has become a cornerstone for audience building and targeting. By tracking users' interactions with ads, MGID harnesses the power of this data to create more personalized and relevant experiences for users. This approach is particularly valuable as we navigate the changes brought on by the deprecation of third-party cookies.

Additionally, our integration with LiveRamp Connect, a leading data connectivity platform, enables us to seamlessly incorporate advertisers' first-party audiences. This collaboration ensures that advertisers can connect with relevant audiences across top publishers globally while prioritizing user control and choice.

Step #2: Unified Identifiers

Unified identifiers are standardized, privacy-conscious and interoperable solutions that help bridge the gap left by the deprecation of third-party cookies. They provide a way to recognize and track users across various platforms without relying on cookies. For advertisers and publishers, unified identifiers offer several advantages. They enhance the ability to identify and engage with addressable audiences in a privacy-centric manner. This ensures that personalized and relevant content can reach the right users without compromising individual privacy.

As part of our commitment to adapt to the evolving advertising landscape, MGID actively supports top identifier providers such as LiveRamp ATS, ID5, Lotame Panorama ID and Unified ID. These partnerships empower demand partners to accurately and securely identify addressable audiences within the MGID ecosystem. By integrating with these trusted identifier providers, MGID ensures that advertisers and publishers can seamlessly transition into the cookie-free era while maintaining the precision and effectiveness of their targeting strategies.

Step #3: Contextual Targeting

MGID's Contextual Intelligence solution is a well-established feature that's been effectively dealing with the challenges posed by the shift away from third-party cookies. This solution is a lifeline for online publishers, ensuring they maintain their advertising revenue while still providing advertisers with robust targeting capabilities.

Here's how it works: using advanced AI algorithms, Contextual Intelligence by MGID dives into articles, understanding their content, context and sentiment. It's like a language expert, categorizing content based on MGID’s proprietary content taxonomy, which goes well beyond the current standard of today’s contextual targeting solutions. Also, MGID goes a step further by allowing advertisers to create customized contextual definitions to meet their specific needs. The AI algorithms are trained on a diverse set of articles, ensuring accurate classification and understanding of sentiment.

For advertisers, this means precise targeting for brand safety and contextual relevance, resulting in a better return on investment. Publishers also benefit by maintaining the value of their ad inventory while ensuring a positive user experience. It's a win-win solution for both sides of the advertising spectrum.

Step #4: SDA Support

Next, let’s delve into Seller Defined Audiences (SDA) – a game-changer in the post-cookie landscape. SDA is an addressability specification designed to empower publishers in effectively monetizing their audience without solely relying on third-party cookies.

Powered by MGID's award-winning Contextual Intelligence technology, SDA transcends conventional solutions, offering a comprehensive suite of features:

  • Automated content classification: MGID's SDA revolutionizes content classification, employing natural language processing (NLP) to meticulously categorize publishers' pages into the IAB Content Taxonomy. With 698 categories, 12 brand safety categories and sentiment analysis, it ensures granular precision.
  • Privacy-compliant data management: SDA operates on fully privacy-compliant principles, focusing on content consumption rather than individual tracking. This approach aligns with evolving privacy norms, fostering a secure and responsible data ecosystem.
  • Seamless integration and customization: Integrating with the IAB Taxonomy, MGID categorizes first-party audience data. This classification not only refines targeting options within MGID's platform but also offers a versatile solution for publishers. They can seamlessly integrate these enriched audiences into their prebid setup using MGID's dedicated module.
  • Global accessibility: MGID extends the reach of its SDA solution to its global portfolio of premium publishers. This accessibility empowers publishers worldwide to define first-party audiences based on user engagement metrics, such as the frequency and recency of visits to specific content categories.
  • Conceptual understanding for brand safety: MGID's SDA goes beyond keyword counting, focusing on conceptual understanding and the relationships between them. This approach significantly enhances brand safety by reducing false positives, instilling confidence in advertisers when purchasing inventory.

Step #5: Audience Hub

MGID's Audience Hub is a key solution, bridging the gap between publishers and advertisers by facilitating the collection and conversion of valuable user data. The primary objective is to empower publishers in building a robust foundation of email addresses, subsequently transformed into identifiers like UUID2 and RampID. This strategic maneuver enhances advertisers' ability to precisely identify and target their desired audiences.

Embracing the Future with MGID: A Cookieless Revolution

As we bid farewell to third-party cookies, MGID embraces not a challenge but a world of new opportunities. Prepared in advance, we stand ready to navigate the dynamic post-cookie era. At MGID, we're not just adapting; we're innovating.

The disabling of third-party cookies is an invitation to explore inventive solutions and redefine audience engagement. For those already with MGID, you stand alongside a trailblazer, armed with cutting-edge functionality crafted for the challenges of tomorrow. If you've yet to join us, now is the time. Together, we confidently stride into the future, ready to conquer the intricacies of the evolving advertising landscape. Join MGID, and let's unravel the new possibilities that the cookieless future unfolds, hand in hand.