How will the end of cookies affect brand safety?


Do you want to protect the image and reputation of your brand from potentially damaging influence? Prioritizing brand safety is crucial now, but it will become even more important when 3rd party cookies are no longer supported by all major browsers. How to prepare for that? Let’s find out!

The basics of brand safety

Let’s start at the beginning and learn more about the definition of brand safety. It’s all about maintaining your company’s good name and using certain measures to ensure that digital advertising campaigns aren’t placed next to dangerous or illegal content. The main categories worth avoiding include drugs, tobacco, obscenity, crime, terrorism, hate speech and military conflicts, to name a few. The full range of potentially harmful content is defined by Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC). Those organizations also work on guidelines you can follow to keep your brand safe from any negative associations. 

Layers of brand safety

Brand safety can be maintained thanks to various mechanisms and instruments provided by both sellers of advertising space and advertising vendors. Sellers use content understanding tools to block certain websites. They can protect publishers as well by blocking ads of brands that would negatively influence the safety of the publisher’s brand. Ad providers ensure the next layer of brand safety, this time solely for advertisers. They use algorithms with Natural Language Processing, which can identify graphics, words, phrases, and even sentences that would be unwanted next to your content. As a result, you can be sure of your brand’s safety.

Contextual targeting vs brand safety

You should know that from 2023, 3rd party cookies won’t be supported anymore by Google, and its browser Google Chrome, which has the majority of the market. Cookies aren’t used anymore by other browsers too, like Edge or Firefox. How will this change affect your brand safety? You can still use highly effective marketing tools, such as contextual targeting, which is a type of targeted advertising focused on displaying ads based on the content of each website. So if a site contains an article about the health risks of a flawed sitting position at the office job, contextual ads will propose ergonomic chairs or professional massage services. 

Influence of 3rd party cookies on your brand safety

Contextual targeting will stay unchanged, even without the 3rd party cookies. How? The bid requests will still include the URLs of the websites visited by the user, which will allow for thorough filtering of the content, its complex understanding, and as a result, stopping the unwanted sites. On top of that, technologies of advertising vendors will implement requests, which will allow learning about the characteristics of specific inventory. It may be particularly useful for contextual targeting in the moments of determining bidding strategies for distinct interest groups. The logic of protecting brand safety will stay on the user’s device during the bidding process.

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