The future of advertising online, as it currently stands, looks quite bleak.

Back in January 2020, Google confirmed that they are starting the process of removing cookies from the Chrome browser. Considering this is the most used browser out there, this is the start of the end for cookies as we know it.

Ultimately, this is not good news for publishers that monetize websites with PPC – cookies are a key ingredient to determining what is relevant to web users, so advertisers know who to target. If they know this, they are much more likely to gain a better return on investment for that traffic, since the conversion rate would be naturally higher.

However, what does this mean for publishers that monetize their website with ads? How can we cope and deal with this huge blow? Here’s a few tips that I’m taking into consideration over the next few years.

 

Who I’m advertising with

The biggest losers out of this news seems to be the independent and small websites. If advertisers have less information on the traffic of websites, they are generally more likely to stick to the big companies for advertising campaigns. 1 point to big organisations, and 0 to the open web.

However, what classes as a big organisation? What companies are advertisers likely to go to if cookies disappear?

A good way to answer this is looking at the comscore, say for US. This shows the traffic the top properties get – these are likely going to profit from cookies being banned, or not be affected as…

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