Big news coming from Google yesterday; here’s the scoop from George Tarnopolsky, VP, Programmatic: In the first Scoop of 2020, we speculated that Google will eventually block all third party cookies. Google has now made this change official, announcing that the they will phase out third party cookie support from Google Chrome within two years. There are several implications of this change; some are known today while more will become clearer over the next two years.

• It’s certain that Google, Facebook, Amazon, and other “walled gardens” are well positioned to continue operating in a post-cookie world, as they have large pools of logged in audiences and can utilize people-based IDs such as user logins to reach persons.

• Contextual advertising will see growth in this new era—with increase of Private Marketplace buys as well as keyword contextual data solutions like Oracle Grapeshot, Peer39, and others.

• Large ad tech companies, such as LiveRamp and the Trade Desk will vie for adoption of their universal id as a replacement for cookies.

• It’s likely that new walled gardens will emerge; for example, if large DSPs will acquire SSPs in order to get closer to logged in first party publisher audiences

• CMI/Compas’s AdMission is already designed with deep first party endemic publisher relationships (Medscape, Haymarket, Frontline, HMP, Bulletin Health etc.)--which allows us to target HCPs on 1:1 basis on endemic sites, without the use of cookies.