“The Cell CiderA column written by the sales party of the digital media community.
Today’s column is written by Nicole Perin, VP of Business Intelligence Advertiser perception. After this exclusive first appearance for customers, the story will be fully published AdExchanger.com Tomorrow
Advertisers are using this year to create not one but many potential alternatives for third party cookies We’re already seeing a slow decline in cookies before Google’s sunset date.
In December, we found it 88% of advertisers say They are still using cookies, down from 97% in May 2021. And they’re moving forward with new solutions from different technology and platform partners to keep their media strategies moving in the face of impending change.
So far, no clear identity resolution has been won. Trusted partners across the ecosystem need to provide some value, or some solution, for consideration. But no one partner has a significant edge.
Advertisers are judging partners on their ability to adapt and maintain performance using cookie options. Half the brands have indicated that they will change their DSP partners if they lose performance by more than 20%.
Like many elements of programmatic advertising, big brands, agencies, and platforms will guide how the ID market evolves. Most publishers have to compete with a buyer’s data and return performance, transparency and measurement.
Use the one-to-one and one-to-one strategy
Eventually, brands and agencies will come to media vendors with clear goals – performance, scale, price – and vendors need to use a complete toolbox to compete. In particular, it means three things:
- Provide a mix of one-to-one and one-to-one targeting offers
Advertisers will look for one-to-one options as well as relevant or integrated-based options depending on their goals. Publishers and media partners who can meet both – and make it easy – will find the edge.
- Offers interoperability with different ID graphs
Advertisers want an open, transparent setup that works with a host of different technology companies. And they want data and insight into the method of their choice, like a certain data cleaning house. This requires the development of multiple relationships and integration.
- First-party data double-down
Providing unique insights that help buyers grow their own data sets will become a competitive advantage. The more publishers can create a separate and scaled data offer, the greater their demand.
Support the new economy
All of these new IDs, data sharing methods, and measurement forms need to be streamlined, compared, and measured in a way that provides some level of consistency for buyers and sellers. This requires work across the industry.
Even if DSP helps brands and agencies and SSP helps publishers, there will be a tangle of different approaches that need to work together seamlessly.
For example, brands will find that their approach to the customer is divided across identity solutions, walled gardens and data clean room solutions. They will likely put pressure on partners to create a classification of target types and identities. This consistency will allow brands to tap into a one-to-one and one-to-some audience scale, then benchmark efforts across a growing portfolio of their media and strategies.
What everyone is doing to avoid cookie depreciation will create a new economy. While all of this infrastructural work is happening this year, we can use the time to understand it – to create classifications, standards and guidelines.