The advertising industry has reached a critical juncture with cookie deprecation and the race to find alternative solutions. Google’s Privacy Sandbox has been under the spotlight and is throwing up more problems than solutions for advertisers and publishers alike.
It’s one of those exciting but uncertain times in our ever-evolving industry, and a lot of clients are asking the right questions or not questioning at all… both are just as confused.
While this all unfolds, there’s a few key areas advertisers can be focusing on as the cookie deprecation marches forward.
1st party data, yes everyone is speaking about it. But get your infrastructure in place to handle, process, analyse and activate one of your most important assets.
2nd party data, build on your relationships with publishers and find mutually beneficial partnerships.
Contextual isn’t dead, it’s making a resurgence (and has been for some time), there’s some powerful opportunities out there.
Reiterating publisher partnerships! Utilise the data they collect across their billions of datapoints, talk with them about customer profiling, data-washing and lookalike audiences.
Make sure your ad-tech providers are innovating and pushing forward with alternative ID solutions.
While this is another massive hurdle the industry is working through, there’s some amazing innovation and collaboration being done, make sure you’re at the forefront of it and start testing!
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