This is why 2023 is going to be a dark year for media buyers

What media buyers need to prepare for

Did you ask yourself lately why your ads aren’t converting anymore?

Well, then we might have some good and some bad news for you.

Bad news first, right? So let’s rip the band aid off:

Privacy First, Apple’s iOS 14/15, Intelligent Tracking Prevention (ITP), App Tracking Transparency (ATT), as well as the increase of Adblock users have made the life of anyone who is running ads nowadays much more complicated.

As you can see in the graph below, Safari and Firefox already started to restrict the use of third party cookies in 2017. That meant that after one day approximately 20-25% of web users weren’t trackable anymore. So out of 4 potential customers you are now only able to track and retarget 3 people!

And this hasn’t changed – even today!

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Bad news for media buyers

But this wasn’t even the bad news. Thy are yet to come:

In 2023 all of this is getting worse!

Take another look at the graph. You might have noticed this large brick wall that suddenly appears out of nowhere in 2023, right?

Well, that’s Google Chrome massively restricting the use of third party cookies, as well. So unfortunately, this means that by then 75% of ALL web users after one day are off-limits. And that leads to you now only being able to track and accurately retarget 1 out of 4 customers!

But why is that happening?

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Third Party Cookies

In order to answer that question, you need to know what third party cookies are and why they are being restricted.

In short, third party cookies are working just like any other cookie. They are placed on a website in order to save information. The difference to other cookies is just that third party cookies are not placed by the website you are currently visiting, but by a completely different domain. This is happening because the website you are visiting is collecting your data for a third party, hence the name third party cookies.

And they are quite useful when it comes to advertising!

But the biggest problem that came with it was the tracking without consent. So anyone on the internet could be tracked without knowing what was being tracked and without being asked beforehand. And this in turn caused a lot of turmoil amongst web users, which is why regulations like the GDPR were introduced and web browsers are now starting to restrict third party cookies as well.

If you want to know more about this topic, we have an article about it! Just click here.

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The good news

“So what’s the good news then?”, you might be asking yourself by now.

The good news is that there’s a solution to this problem:

And it’s called OneTrack!

We at OneTrack have been looking for a solution to this problem in order to help our clients get their ad results back. And that has led us on our journey to create the OneTrack tracking solution!

To solve the third party cookie deprecation, we work with server side first party cookies (HTTPS secure cookies) – i.e. cookies that are not as restricted as third party cookies – and device fingerprinting with AI data matching instead of solely relying on third party cookies that will be massively restricted by 2023.

Sounds fancy and works even fancier.

But don’t worry, you don’t have to do it yourself. Our tech team is integrating the whole tracking system for you.

So the only question that remains is:

Do you want to be able to track and retarget your ideal customers again while also lowering your ad spend?

If so, we’ve got you covered: Simply schedule your free consultation today and stop wasting your money on ads that don’t work anymore:

https://www.one-track.io/pricing