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Consumers today have unprecedented choice and heightened expectations when consuming media. They demand privacy-compliant experiences, tailored to them, and available seamlessly across channels and devices.

Potential Impact on Publishers of Losing Third-Party CookiesDue to the seismic shift brought on by maturing privacy regulations, marketing leaders looking to support evolving data-handling requirements must adopt privacy-preserving alternatives. In a newly published report,* Gartner notes that, “the inevitable and now time-bound demise of third-party cookies (TPCs) used to track and identify users as they browsed from site to site signals the largest shift in the industry since the introduction of site visitor analytics over two decades ago.”

Gartner posits that “two concepts — trust and consent — characterize the economy that will result from this new order. “Trust” refers to the consumer sentiment that governs consent decisions, while “consent” refers to the records these decisions produce, which form valuable currency that can be collected and exchanged for other forms of value.”

At 4C, we believe that closed ecosystems help marketers solve this challenge through authenticated access. Consumers interact within these environments through persistent logins. User-level consumer data is confined within each ecosystem, providing protection for consumers but also proprietary data for ecosystem operators. Brands can’t transact with closed ecosystems through ad networks, exchanges, or DSPs, but must deal with each ecosystem directly or work through certified API partners and Closed Ecosystem Platforms.

Access a complimentary copy of the Gartner “Practical Privacy” report here.

*Source: Gartner “Practical Privacy — Successfully Transition to Privacy-Preserving Marketing and Adtech,” Nader Henein, Andrew Frank, 3 April 2020.  This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request.
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