At present, the rate of refusal of third-party cookies is estimated at 30-50%, i.e. cookies that are placed on the site on which the Internet user is browsing and that are operated by third-party companies. Although this seems to cause significant problems for many web players, it is only the beginning of a complete and total disappearance of third-party cookies - in 2022.

What are the impacts and prospects of such a revolution?
Are there any alternatives so far?

Third-party cookies and their use​

Third-party cookies have been around since 1994. This 27 year old technology has never (or almost never) evolved. Today, although aging, this solution is used for many purposes:
  • Track users and analyze data to build profiles
  • Have access to browsing history
  • Behavioral ad targeting and capping
  • Measure performance (visits, impressions, conversions, attributions...)
Thus, third-party cookies have been massively adopted by the online advertising industry.
For advertisers, they use cookies to track their audience, to track the user experience and to retarget them with personalized advertising.

For publishers, they use third-party cookies to track the number of impressions of their pages, to track clicks on ads (and conversions) and to display targeted advertising to their audience.

Current context and issues​

By now, most browsers have already blocked third-party cookies. Indeed, two of the best known - Safari and Firefox - do not allow any third-party cookies on their browsers. Nevertheless, Chrome is the most used browser in the world (about 66%), and many other browsers run on the open-source Chromium technology. Chrome still accepts third-party cookies, but plans to remove them starting in 2022.

Advertisers and publishers are very dependent on third-party cookie technology. Thus, they are faced with many problems! While e-merchants will no longer be able to do behavioral advertising (end of remarketing), publishers will no longer be able to use this technology to monetize their audience in an optimal way. Moreover, it is becoming essential to rethink the entire conversion and attribution system... Indeed, without third-party cookies, the monitoring of advertising performance (post-click; post-view) becomes impossible.

Why use Web Push Notification in the cookieless era?​

Being closer to your audience... This is what should motivate advertisers today. At a time when behavioral targeting is going to disappear, how can you really reach people who know your products and have already visited your site?

Email marketing is at the heart of the digital strategy of most e-commerce companies. Indeed, getting an email is done in different ways:
  • Creating an account and/or purchasing a product
  • Subscription to a newsletter
  • Registering for an event
  • Downloading a resource
Thus, when an e-merchant collects an email address, he can be sure that the person who receives his messages will be receptive.

Thus, emailing is a very effective retargeting solution. Approximately 1 to 2% of visitors to a website give their email address and can therefore be contacted again.
Web Push Notification works in a similar way to email, as each notification sent will reach a targeted audience. Indeed, to collect a consent to receive notifications, the user must be browsing the advertiser's website. On the other hand, it is on average 15% of Internet users who will give their consent vs. 1 to 2% for email!

As a result, e-merchants who use Web Push technology see a higher contact base than those who use emailing in just a few months!


How does Web Push Notification work?​

Web Push Notification is an innovative and efficient communication format. This technology is managed by the user's browser and OS. This means that it is displayed on-screen and is completely cookie-less. The Internet user who subscribes to Web Push Notifications does not need to be on a particular site to receive the notification!

As we have seen before, about 15% of the visitors of a site subscribe to Web Push Notifications. This is due to the fact that Adrenalead offers the possibility to customize the collection template! This format is displayed on-screen, and 100% RGPD compliant with explicit collection of the user is not adblockable! Other advantages come from this format:
  • 100% controlled marketing pressure (unlike display and behavioral targeting)
  • Advertising fraud impossible (ephemeral and on-screen format)
  • Brand image control (the ad does not appear on a site)
  • Redirects the subscriber to the chosen landing page in 1 click
Thus, this cookie-less communication format becomes a real lever of customer activation for all advertisers who wish to capitalize on their audience and regain control over their retargeting campaigns.

More effective in every way than email notification is becoming a must for all advertisers who want to continue retargeting their site visitors in the cookieless era with a format that complements email marketing.
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