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With third-party cookie replacements being developed, brands must prepare for this change in advance and cannot wait until new options are released.
This has been a long-standing challenge for marketers because ad performance has historically been measured in silos across publishers. However, measurement solutions that create direct feed connections across many publishers can provide a more complete picture of campaign performance. For example, the Crossix DIFA Partner Program integrates publishers’ first-party data in one place, providing marketers with transparency, accountability, and the ability to optimize their marketing campaigns across publishers.
What’s Next?
There will be no magic bullet. The industry is exploring many possible approaches for preserving addressability and measurability on the open web without the infrastructure of third-party cookies; it is unlikely that many will succeed. We see parallels between the pending disruption and the early days of programmatic advertising, in which marketers experienced confusion and anxiety over a technical shift, leading to the proliferation of many different solutions and the eventual consolidation around a handful of winners.
While the end of the third-party cookie will usher in a new digital age, the industry has an opportunity to innovate. A new ecosystem that continues to provide value, while increasing transparency for both marketers and consumers is on the horizon, but in the interim, brands can prepare with new strategies that will allow continuity in their marketing efforts.
References:
1. https://gs.statcounter.com/browser-market-share/desktop/united-states- of-america.
about the author
Sarah Caldwell
SVP, analytics Services Crossix
Sarah’s 15 years
of experience in pharmaceutical marketing analytics includes consults with pharmaceutical
brands across various therapeutic areas and business situations, including launch and loss of exclusivity. She can be reached at sarah.caldwell@crossix.veeva.com or visit www.crossix.com.
as these companies’ reporting practices come under increased scrutiny.
Q: What solutions could replace third- party cookies?
Many organizations, including Google, are working to develop “cookie-less” solutions that will preserve the open-web marketing functionality that third-party cookiesenable;however,thereisnoclear frontrunneryet.Significantuncertainty remains as to what architecture(s) the industry will adopt next and whether Google’s initial timeline is still realistic.
To address this uncertainty, many media owners are collecting and building out their first-party cookie pool as an alternative to third-party cookies. Advertisers in many non- health verticals may be able to collect data directly from their customers for advertising purposes without cookies. However, health marketers are unable to use their own customer data due to privacy restrictions around patient data. Instead, health marketers have other options to leverage people-based data, which include working with audience extensions through endemic partners or by enlisting the services of trusted targeting partners who score the population through a national consumer database. In a post-cookie
world, it is critical for marketers and their agencies to work with partners who have invested in people-based marketing for both measurement and targeting applications.
Q: How can marketers continue to effectively advertise through digital channels?
While the industry will not shift immediately, in the long term, marketers will need to adopt alternative strategies and technologies to ensure continuity in their marketing efforts. With third-party cookie replacements being developed, brands must prepare for this change in advance and cannot wait until new options are released.
One viable suggestion is for marketers to establish direct relationships with platform or media owners. Today, many media owners have a non-third-party cookie identity that they can make available. For example, many websites or services require users to log in with an email address or other ID in order to access their content. These users can be connected to anonymous identifiers in order to perform measurement and analytics.
Q: How can marketers measure their efforts holistically across publishers?
September 2020 / pm360 magazine 25
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