Think about how the brand can identify unique people within its digital properties. Step up efforts to allow visitors to register and authenticate within their ecosystem. The focus for publishers must be on unique data that can be captured at scale and can add value to advertisers. Hone and package their first-party data offerings through careful strategy, collection, and productization. Publishers stand to gain in the cookieless world if they do the following: Beyond the walled gardens, when retail data combines with programmatic media, it creates a compelling opportunity to drive awareness and lower funnel actions. Closed-loop measurement solutions allow advertisers to leverage data to influence in-store and online conversions. Amazon, Walmart, and even Dollar General have started to monetize their high-quality first-party data. First-party data is key to all of this.Īt the same time, the rise of retail media networks will cut into traditional publisher income. Publishers must learn more about their audience and deliver better, more personalized experiences to prosper in the new world. Traditional publishers must recalibrate their measurement solutions to prepare for cross-channel engagement and consumer privacy. Non-premium publishers will see the effects the most because they are selling the most inventory within exchanges. Further, direct advertising deals are harder to come by for publishers with smaller audiences. Smaller publishers are at a disadvantage resources (development and sales) to build successful first-party data strategies are expensive. Larger publishers leverage first-party data to target their audiences at scale. Prominent publishers have an advantage in the brave new cookieless world. Recently, the online publishing trade group Digital Content Next (which represents The New York Times, The Washington Post, The Wall Street Journal, and others) found “significant evidence that the current system with third-party cookies…has not served trusted publishers’ interests.” Yet they also claim, “while Google’s proposal to deprecate third-party cookies…could have a dire impact on the digital advertising landscape, preserving third-party cookies could have an equally dire impact on the ecosystem.” The deprecation of the third-party cookie in the not-so-distant future is a bad thing for publishers, right? Not so fast. The impact of eliminating third-party identifiers on publishers Here are the likely scenarios for publishers, technology providers, and brands with the elimination of third-party identifiers. Understanding the potential outcomes and implications will help marketers stay agile and provide the best chance of success.
What comes next in the industry is uncertain. Higher acquisition costs and lower revenues will likely result. This loss will also make measurement difficult. Regardless, the future of removing third-party identifiers and the resulting marketplace changes will make it much more challenging to target users effectively.
Regardless of where they sit in the digital media ecosystem, companies realize people want more privacy and control of their data.
Changes to Apple’s Identifier for Advertisers (IDFA) and App Tracking Transparency (ATT), the rise of ad-free browsers, and Google’s (almost here, but often delayed) elimination of third-party cookies bring sizable shifts to the market. New privacy regulations are introduced and added almost daily. The powers-that-be seem to agree with consumer concern over the usage of data. With the growth of data breaches, data misuse, and identity theft (there were 1,387,615 cases of identity theft in 2020 an increase of 53% over 2019), there is a greater sensitivity and fear about what happens if the wrong people get ahold of consumer data or use that information maliciously. At the same time, both regulatory bodies and consumers see the need for additional control over data because it’s so prolific. Today, the value in data to drive efficient marketing and relevant relationships with prospects and customers is more apparent than ever.
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