Although the decline of cookies has been ongoing for years, Google’s announcement to phase out these IDs ignited industry-wide action. This led to a wave of cookieless identity solutions that provided advertisers with alternatives but also came with challenges such as limited scale, coverage, and interoperability. As a result, marketers have had to embrace a broader and more diverse set of solutions and identifiers, and ultimately transition into a multi-ID world.
The importance of testing now
Google’s roll back of cookie deprecation doesn’t change the momentum of the market. Scale will continue to be a concern for cookies and, as such, Google can only provide a partial solution. Advertisers should continue to develop and implement transition strategies, moving into a multi-ID framework that ensures greater stability and interoperability, while also supporting privacy compliance.
The value of Flashtalking's ad server
Our ad server uniquely offers advertisers a centralized hub for ID orchestration by integrating with top-tier solutions across Authenticated, Probabilistic, and Cohort-based identities in addition to traditional cookie-based IDs. Our approach allows advertisers to seamlessly transition into a multi-ID world while supporting existing measurement and creative strategies.
Our testing recommendation
We recommend a phased approach where advertisers begin with measurement and follow with creative decisioning. Testing in this manner minimizes the risk and maximizes learnings by proving the value of supplementing cookie-based solutions before influencing in-market strategies.
In Phase 1, our multi-ID measurement solution enhances campaign analytics by capturing, logging, and reporting on all available IDs simultaneously. Phase 2 addresses the limitations of relying solely on cookie IDs for creative decisioning. In Phase 3, we expand the multi-ID strategy by incorporating third-party IDs.
Learn more
Download the Testing into a Multi-ID World for a full breakdown of the process to transition to a multi-ID framework.
