A cookieless world will annihilate our industry. AdTech is not prepared and neither are the largest industries. It’s time you find a solution together and test at scale… Link: https://lnkd.in/gbpwwJei
Alan Chapell
1w
Btw, someone might want to ask the Chrome team why they've changed the settings in Chrome so that you can restrict third-party cookies but not first party cookies? That change was made fairly recently. Firefox and Safari don't operate that way...
It won't be time till its done for most marketers. Today most marketers can't measure and target properly on Safari. That rather important and rich cohort of iPhone users. Despite this cookiekess solutions are not well used.
Matias Perel
1w
I would not over think this. I think Retail is winning because they are building RMNs that as a definition of concept they are “cockieless”. It would be interesting to see if Walgreens and CVS fall into “Pharma”, they should fall into Retail even for their “over the counter” generic brands. What it is interesting is what is Insurance, and the rest of the categories doing there. What are your thoughts Catherine P.?
Perfect visualization of why retail media is growing - CPG's (Food and Drink) selling through intermediaries don't have (m)any cookie alternatives while retailers do. But I'm very surprised that Telecom has such a high share of cookie-based programmatic buys...Shouldn't they be sitting on a trove of rich data to be used for targeting?
Alan Chapell
1w
Well.... Adtech God, TPC deprecation won't destroy the ENTIRE industry.... only the part that relies on TPC. Here's some research on the impact of TPC deprecation from UC Davis. The study concludes that third-party cookie blocking does not effectively prevent cross-site tracking, although it will limit the number of entities that can track. In other words, Google will continue to have the same cookie footprint as they currently have while those that rely on TPC will be left with crumbs. Read the research for yourself. https://lnkd.in/diGQDyuh
I have an idea or two…
How does this look like for a leading platform? To which of these binary buckets do you attribute buys where both types are present?
I would go one step further than Adam and say most large companies need to be more serious about measuring and improving their digital results. How many of these companies are even testing their content? Even fewer understand their brand's customer relationship.
This is wild! I’m wondering what is the top cookie alternative now? Adtech God
Can you explain what you're picturing? Almost nothing will change in planning and targeting. Measurement will change such that platform-measured CPAs will go up if you do nothing and come back down if you let the algorithm redirect spend to sites with authentication. Savvy advertisers, who can measure performance themselves, will enjoy lower CPMs on sites without authentication.