What Will the Cookieless World Look Like?
- Taylan Devrim
- Mar 15, 2024
- 3 min read
Consensual advertising is likely to be the most prominent practice. Google's new strategy seems to emphasize greater privacy, which will of course result in a drop in ad performance for websites. This could drive new advertising activities and consensual options.
In the first step, we had to scan the areas where we use our customers' data (with 3rd party cookies).
We know that 50% of the average cookies on our sites are created by third party cookies other than necessary and performance cookies. This shows that we may have difficulties with new advertising policies at the end of 2023.
With the development or updating of the CMP available on our sites, the lost cookies can be replaced in the first stage, but it seems necessary to go into detail with technical analysis. The new generation cookie-free CMP data holder can work with integrators or can be developed. It is estimated that especially large companies will go this way.
Improvements can be made to bring customer approvals into a format that can be applied on multiple devices belonging to the customer. By providing more details and information, an environment of trust can be offered to the customer.
A/B tests can be applied to obtain easier and more rational permissions from customers, and transparent advertising applications that give confidence to the customer can be developed and purchased.
In summary, it is necessary to organize and plan what can be done and how to proceed with only first party cookies.
Since there will be less individual data, in the new situation, we can make improvements for the use of our data in this direction for marketing activities with social or group targeting. For example: A job for football fans or some data arrangements and targeting that can attract housewives can be made.
By establishing a new CDP (Customer Data Platform), we should work on how to utilize this pool more efficiently.
" While the loss of third-party cookies could still significantly impact marketers relying on analytics data (like session IDs) to target ads, Google opted out of PII collection methods because it has implemented what seems to be a more secure alternative: Federated Learning of Cohorts (FLoC), aka Privacy Sandbox.
Google says FLoC is a “privacy-first” and “interest-based” advertising technology (AdTech). Instead of third-party cookies tracking a user’s browsing habits across the web, Google’s web browser, Chrome, will do this instead. Users will be placed into an audience or “cohort” grouped according to their habits. Advertisers will then be free to target their ads to these unidentifiable cohorts rather than individual users."
Cookieless World with Predictions:
Ad target audiences are provided through demographic, publisher-based, ad space-based data. Since the accuracy of this data is ensured by 3rd party cookies, there may be problems in campaign measurements in the new system.
Measurement systems will now only work according to last click conversion.
In other words, only the purchases made by users who clicked on the ad will be measurable. This means that the performance of channels that track impression-based view through conversion will no longer be measured and the credit in the buying journey will be given only to the last clicked ad channel.
Advertising systems will work with less signal and more prediction. For this reason, there may be a decrease in ROI.
Since mobile ad spaces do not track users through cookies, the demand for in-app advertising will increase in importance.
Other targeting options that do not need to process cookie data will become more important: Contextual targeting, Geo Targeting, Device Targeting. "Contextual Targeting", which builds relevance by scanning URLs and content instead of tracking user behavior, will be more popular. Technologies that enable this may be more popular.
The channels that will no longer be able to show as relevant ads as before will lose revenue from this.
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I originally published this article in Turkish for the first time on my medium page. For the original : https://taylandevrim1923.medium.com/cookieless-d%C3%BCnya-nas%C4%B1l-olacak-f9045ae6a881
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