A threat or opportunity with the end of third-party cookies for monetization of blog and content sites?
In 2020 Google announced its intention to remove third-party cookies from its Chrome browser as early as 2022 (delayed to early 2023).
On 25 May 2018, the implementation of the GDPR regulation for the protection of Internet users’ personal data has given Internet users more control over the use of their data and, above all, respect the user experience on the web, but has also led to a significant drop in advertising revenues for media sites…
So the time has come for publishers to look for sustainable alternatives and solutions to maintain their advertising revenues in a cookieless world.
Focus on a new monetization lever that is still unknown and that could nevertheless make a name for itself this year: Web Push Notification.
A cookieless alternative for the end of third-party cookies
Media sites and content publishers have built their business model on the monetisation of their audience through the sale of advertising space.
Third-party cookies, which are used to display personalised content to visitors to a site, are still widely used by the advertising industry to display the right advertisement to the right person at the right time, but they now have a limited life span.
Web Push Notification is a monetisation lever that offers an alternative to publishers in the cookieless era and allows them to increase their advertising revenues to target Internet users with a 3.0 technology
An innovative and efficient format at the service of web editors
Web Push Notification takes the form of a message from a website that is displayed directly on the user’s computer or mobile phone. This window from the user’s web browser is powered by the user’s operating system. Web Push Notification requires prior consent from the user.
Web Push Notification also focuses on the quality of the user experience and has the particularity of relying on browsers to deliver on-screen advertising without taking up space on the publisher’s site. This preserves an optimal user experience on the media site.
Web Push Notification allows audience monetisation for web publishers and has an average click-through rate of 5% compared to 0.08% for traditional on-site advertising. Even though today, the evolution of browsers is considered a threat to the durability of the economic model of publishing sites in the post-cookieless era, they offer a real opportunity to bank on a format that is both respectful of Internet users and a complementary source of revenue.
The disappearance and blocking of third-party cookies is a controversial topic. However, we cannot deny that this is the start of a more user-friendly future of the web.
Web Push Notification is an alternative way for publishers to monetise their audience. This format offers many advantages to content creators who are afraid of seeing their revenues drop. For example, it is a cookie less format with on-screen display, not on-site…
Want to know more about this format?
