Chewing on Cookies: Part 2

In short on the topic of the digitalad industryamp8217s longrunning and understandable reliance on cookiesbased tracking we addressed amp8220What got us hereamp8221Well here we are Due to privacy concerns and the everpresent threat of legislation the industry is cycling past cookies and is scrambling for solutions going forward that will preserve amp8211 and hopefully enhance amp8211 the impressive tracking measurement and ROI strengths of digital targetingSo for this month weamp8217ll explore the impact of the industryamp8217s privacy regulations amp8211 and attendant rollback of cookies amp8211 on advertising and adtechYou can see the changes on your desktop and mobile devicesamp160 As we noted last month requests for permission are now ubiquitous across websitesamp160 iOS too now allows users to control appsamp8217 tracking of their activity across apps and sites via the Settings tab under Privacy and TrackingWhether you call it momentous profound seismic or tectonic a major shift in an industry practice usually brings buzz about the amp8220winnersamp8221 and amp8220losersamp8221But the game is way too early to call In fact most industry players seem confident in their gameplansWith change comes opportunity as the old saying goes amp8211 and no less an authority than the Interactive Advertising Bureau IAB notes that potential alternatives abound in a cookieless worldA recent IAB study found that 71 of brands agencies and publishers are currently or are planning to grow their firstparty datasets amp8220Itamp8217s crucial for brands agencies and publishers to continue to adopt innovative analytical methods including artificial intelligence AI machine learning and media mix modeling that are less dependent on tracking signals and thirdparty cookiesamp8221 said Angelina Eng Vice President Measurement Addressability ampamp Data Center IABSo letamp8217s take a look at how three major pillars of the digitaladvertising ecosystem amp8211 publishers brands and adtech providers amp8211 are signaling plans to move the industry forwardPublishers of course traditionally have held the keys to tools such as contextual targeting But increasingly we may see brands have a say more on that later In the meantime publishers have made it known they see opportunities to seek payment for their valuable firstparty dataMedia buyers unused to having to pay extra for publishersamp8217 data might be a tough audience at least initially amp8220Watch this spaceamp8221 so to speakBrands for their part are hitting the ground running A year ago more than twothirds of brand pros said that they were investing in technology to acquire more firstparty data per a Digiday Research survey Brands also have been partnering with retail media networks RMNs amp8211 led by giants such as Walmart and Target amp8211 that offer firstparty data from customer transactions loyalty programs instore purchases and online browsing behaviorFurther seeking control of their own destinies brands also are expected to amp up their directmarketing efforts Key to this is a strategy of creating more of their own content amp8211 an approach pioneered by brands such as BMW and Red Bull amp8211 and establishing their own amp8220walled gardensamp8221 to better enable proprietary data collection and analysisAdtech players not known for waiting around are taking a leadership role in advancing universal identifiers UIDs noncookiedependent tools permissible under the new privacy regulations UIDs combine a user39s device ID browser fingerprint and other pieces of data in an identifier that can then be used to track browsing activity across multiple sites The Trade Desk for example is a leading proponent of ID5 a nextgeneration UID enabling publishers advertisers and platforms to recognize users and deliver ad campaigns across different types of devicesWhich will prove the winningest strategyI wonamp8217t venture a prediction just yet Next month weamp8217ll take a much bigger bite into the topic when we elaborate our own views on solutions that might be appetizing for local and regional SMBs and adinventory providers alikeHopefully in the meantime this update offers a little to chew on for this monthI encourage readers to reach out with their questions or thoughts Feel free to email me at infoviamediatvcomPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Chewing on Cookies: Part 2

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David Solomon

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