--- title: Cookies or not cookies, what's next? description: An overview of big trends in digital marketing with the end of 3rd party cookies after the MMTech event. image: https://web.universem.com/hubfs/2024-09-10%2018.35.51.jpg --- [Skip to content](https://web.universem.com/en/news-blog/cookies-or-not-cookies-whats-next#main-content) - [English](https://web.universem.com/en/news-blog/cookies-or-not-cookies-whats-next) - [Français](https://web.universem.com/fr/actualites-blog/cookies-or-not-cookies-whats-next) English [![Logo Saturn](https://web.universem.com/hubfs/Logos%20saturn/SA_LogoAnneauOrange.svg "Logo Saturn")](https://web.universem.com/?hsLang=en) - [Home](https://web.universem.com/en/) - [Our solutions](https://web.universem.com/en/solutions) - [Actito](https://web.universem.com/en/actito) - [HubSpot](https://web.universem.com/en/hubspot) - [Efficy](https://web.universem.com/en/efficy) - [Full-Service Approach](https://web.universem.com/en/full-service-campaigns) - [References](https://web.universem.com/en/references) - [About us](https://web.universem.com/en/about-us) - [News](https://web.universem.com/en/news-blog) - [Contact us](https://web.universem.com/en/contact?hsLang=en) - [first-party data](https://web.universem.com/en/news-blog/tag/first-party-data), - [cookies](https://web.universem.com/en/news-blog/tag/cookies) # Cookies or not cookies, what's next? ![](https://web.universem.com/hubfs/2024-09-10%2018.35.51.jpg) - September 13, 2024 ![Hubert de Cartier](https://web.universem.com/hubfs/Hubert_de_Cartier_4%20-%20square.jpg) [Hubert de Cartier](https://web.universem.com/en/news-blog/author/hubert-de-cartier) Early September 2024, a very nice panel for the MMTech event of [Media Marketing](https://www.linkedin.com/company/media-marketing-marcom-world-sa-/) on the future of advertising without cookies. Cookies are nearly dead, but what's the alternative, what are the bigger stakes? A few highlights of the talks:  - **Cookies are clearly from the past**. Solutions already exists to replace them based on your first-party data (aka email adresses, mobile IDs, ...). - **Universal identifiers** are emerging to help advertisers track and target users across devices and platforms. Growing fast in France, Netherlands ... but still in early phase for Belgium. We need an agreement between the publishers/sales houses to share their readers/users information on a national level to have a critical mass of users where other players could join (telco, retailers ...) to have a larger overview of Belgian internet users. - Political/strategic barriers from publishers pushing their own solutions (aka walled gardens) are difficult to counter. [BAM - Belgian Association of Marketing](https://www.linkedin.com/company/bam-belgian-association-of-marketing/) as representative of [IAB Europe](https://www.linkedin.com/company/iab-europe/) is launching discussions on this topic soon. - There is a big urgency for this as a large part (~70%) of the media budget of advertisers is going to big & international players (Google, Meta, Amazon, TikTok) which limits the support of the open web. Critical to have free and independent content available outside the big platforms. - The goal for publishers is to create a simple and national solution that can compete with Google & Meta & the others. They are very good at showing the ROI of the campaigns in their stack/walled garden which is a good advantage to convince advertisers to invest even more at the expense of open (and often cheaper) alternatives. - Without a good targeting, CPM on the open web is 60-70% cheaper --> financial balance of the open web is at risk if we can't find an easy and efficient alternative to 3rd party cookies - With cookies + adblockers + apple blocking tracking + ... advertisers will have **more limited ways to measure the performance** of digital campaigns on the open web. Another reason to push for a simple and common solution (universal identifiers) for supporting the open web in the future. Increasing the share of the pie for the open web is the goal at the end. As advertiser, those changes are deep-rooted shifts that will shape the future of advertising. Make sure to have a great and well-prepared first-party data strategy as foundation for future successes. 🚀 At Saturn, we can help and review your first-party data strategy. Let's [discuss together](https://web.universem.com/en/contact?hsLang=en) and elevate your digital maturity for a more customer-centric approach.  Thanks [Marc Bresseel](https://www.linkedin.com/in/bresseel/) from [Utiq](https://www.linkedin.com/company/utiq/), [CATHERINE HUBAUT](https://www.linkedin.com/in/catherine-hubaut-bb168a29/) from [Biggie Benelux](https://www.linkedin.com/company/biggie-benelux/), [Michael Froment](https://www.linkedin.com/in/michaelfroment/) from [Commanders Act](https://www.linkedin.com/company/commandersact/) & [François-Xavier Le Ray](https://www.linkedin.com/in/francoisxavierleray/) from [The Trade Desk](https://www.linkedin.com/company/the-trade-desk/) for this inspiration and this necessary step back.   Blog Post ## Related Articles [![](https://web.universem.com/hubfs/Photo-fonders-Saturn.jpeg)](https://web.universem.com/en/news-blog/saturn-is-born?hsLang=en) [Saturn](https://web.universem.com/en/news-blog/tag/saturn) ### [Launch of Saturn by Universem: A New Entity Dedicated to Marketing Automation and Customer Relationship Management (CRM) in Belgium](https://web.universem.com/en/news-blog/saturn-is-born?hsLang=en) September 4, 2024 Universem, a pioneering leader in digital marketing in Belgium, is proud to announce the launch of Saturn by Universem,... [Read more](https://web.universem.com/en/news-blog/saturn-is-born?hsLang=en) [![](https://web.universem.com/hubfs/AI-Generated%20Media/Images/A%20stylised%20man%20surrounded%20by%20icons%20of%20emails%2c%20sms%2c%20notifications%2c%20videos%2c%20banners.jpeg)](https://web.universem.com/en/news-blog/how-to-connect-your-digital-campaigns-with-first-party-data-for-better-performance?hsLang=en) [HubSpot](https://web.universem.com/en/news-blog/tag/hubspot), [Actito](https://web.universem.com/en/news-blog/tag/actito), [Activation](https://web.universem.com/en/news-blog/tag/activation) ### [How to Connect Your Digital Campaigns with First-Party Data for Better Performance?](https://web.universem.com/en/news-blog/how-to-connect-your-digital-campaigns-with-first-party-data-for-better-performance?hsLang=en) October 9, 2024 A few weeks ago, we had the opportunity to lead a workshop at the Activation Meetup organized by Actito in Antwerp, on... [Read more](https://web.universem.com/en/news-blog/how-to-connect-your-digital-campaigns-with-first-party-data-for-better-performance?hsLang=en) [![](https://web.universem.com/hubfs/DALL%C2%B7E%202024-10-03%2011.11.10%20-%20A%20high-definition%20image%20of%20an%20intricately%20designed%20robotic%20head%20profile%20resembling%20a%20female%2c%20oriented%20to%20look%20towards%20the%20right.%20The%20head%20is%20visibly%20o.webp)](https://web.universem.com/en/news-blog/how-ai-is-impacting-sme-management?hsLang=en) [HubSpot](https://web.universem.com/en/news-blog/tag/hubspot), [Saturn](https://web.universem.com/en/news-blog/tag/saturn), [Artificial Intelligence](https://web.universem.com/en/news-blog/tag/artificial-intelligence) ### [How Artificial Intelligence is Revolutionizing SME Management?](https://web.universem.com/en/news-blog/how-ai-is-impacting-sme-management?hsLang=en) October 3, 2024 AI is becoming omnipresent and more popular than ever. But how can one harness its full potential within a company?... [Read more](https://web.universem.com/en/news-blog/how-ai-is-impacting-sme-management?hsLang=en) Check all articles Subscribe for ### Our Blog [![SA_Logo](https://web.universem.com/hubfs/Logos%20saturn/SA_Logo.svg "SA_Logo")](https://web.universem.com/?hsLang=en) Reach new heights with your customer data and CRM. Deliver a personalized customer experience for greater engagement and stronger connections with your brand. ###### Navigation - [Home](https://web.universem.com/fr/) - [Our solutions](https://web.universem.com/fr/nos-solutions) - [References](https://web.universem.com/fr/références) - [About Saturn](https://web.universem.com/fr/a-propos-de-nous) - [News](https://web.universem.com/fr/actualites-blog) - [Contact us](https://web.universem.com/fr/contact) ###### [Contact](https://web.universem.com/prendre-contact?hsLang=en) +32 (0)2 318 23 93 [contact@saturn.universem.com](mailto:contact@saturn.universem.com) Avenue Herrmann Debroux, 40-42 - 1160 Bruxelles [Follow us on LinkedIn](https://www.linkedin.com/company/saturn-by-universem/) ###### Newsletter - Terms and Services - Privacy Policy ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Hubert de Cartier", "url" : "https://web.universem.com/en/news-blog/author/hubert-de-cartier" }, "dateModified" : "2024-09-13T15:31:53.192Z", "datePublished" : "2024-09-13T15:31:53.000Z", "headline" : "Cookies or not cookies, what's next?", "image" : [ "https://web.universem.com/hubfs/2024-09-10%2018.35.51.jpg" ], "mainEntityOfPage" : { "@id" : "https://web.universem.com/en/news-blog/cookies-or-not-cookies-whats-next", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://web.universem.com/hubfs/Universem_Logo_Rgb_positive.png" }, "name" : "Universem" } } ```