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Blogger’s Park: Preparing for a Post-Cookie World

Siddhart Dabhade

Programmatic advertising is the automated, AI-enabled mechanism for bidding on ad inventory that ensures marketers get better performance, profitability, and transparency from their digital campaigns. Brands depend on third-party cookies to track and deliver personalized ads to their target customers, but support for third-party cookies is set to end by 2023, so now is a good time to start evaluating your data partnerships, technology, and develop your expertise in data science.

In a cookie-free future, planning will rely on two types of data: authenticated and anonymous. First-party advertiser data (collected with consumer consent) is critical, as it helps find audiences already affiliated with the brand. Solutions being developed to replace cookies aim to balance privacy and personalization, with innovations around the momentum of contextual and cohort-based data collection providing new opportunities to reach audiences at scale.

For audience planning, marketers will use a mix of identifiers (ids) in deterministic, probabilistic, and also contextual scenarios. It will be based on device ID based data, contextual cues and new cookie-free channels like Connected TV (CTV), Digital Outdoor Advertising (DOOH), Mobile Advertising, etc.

Data-driven programming will be essential for brands to take advantage of the cookie-free space. Brands should invest in building a consumer data platform, augmenting their first-party data with third-party audience data that may reside in a data lake. It is important to collect first-party data, such as website pixels or mobile application signals, and to enrich this data with third-party audience data, which may be the identifier of the device and contextual cues. Contextual targeting might be one of the most effective methods of audience segmentation in a post-cookie world. The future of programming is bright as many new channels are traded by programming, including CTV and DOOH.

To strengthen programmatic planning frameworks, every marketer should:

Build and optimize first-party data collection across all channels: Understand in detail your media attribution, customer personas and habits.

Rethink targeting: User profiles aggregated by data companies to inform the content and advertising a user sees are gone, meaning you can target your ads to audiences or groups based on their viewing habits. navigation or their interests, rather than targeting individuals. This also means that you should retarget without using third-party cookies based on previous site actions.

Identify optimal measurement metrics: Focus on marketing effectiveness, not media performance.

There are many data science methodologies for connecting and weighing authenticated audience data against aggregated audience cohorts, and each has its pros and cons. Advanced data science expertise helps marketers decide which one is most relevant to them. The brands that succeed in the world of cookieless advertising will be those that maximize the value of their data.

The author is MD, MiQ India

Read also: Digimaze wins performance marketing mandates for Just Watches and Cottonworld

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