PowerPoint Presentation · 2021. 1. 13. · What do we use the 3rd party cookie for? Targeting...
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Transcript of PowerPoint Presentation · 2021. 1. 13. · What do we use the 3rd party cookie for? Targeting...
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Why the demise of the 3rd party cookie fundamentally changes digital advertising
James Coulson: Managing Partner, Strategy
Infectious Media
Dan Larden: Managing Partner, Product and Partnerships Infectious Media
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Definition: 1st vs 3rd party cookies
www.website.com
1st Party Cookie
Cookie ‘ABCDEF’ set by www.website.com
www.website.com
3rd Party Cookie
Cookie ‘UVWXYZ’ set by www.google.com
• Set, and can only be read, by the website server
• Used for the smooth user experience on the site
• Easy for the user control / delete
• Can be blocked by the browser, not usually by default
• Generally regarded as ‘good’ cookies
• Set by an external domain server, and can be used to track users across multiple sites
• Used for tracking and advertising
• Hard for the user control / delete
• Mostly blocked by browsers
What do we use the 3rd party cookie for?
Targeting examples
• Frequency capping
• Retargeting
• Recency segmentation
• Sharing consent management
• Firewalling for brand safety
• Personalisation rules in Dynamic creatives
• Sequential targeting
• Targeting your own 1st party cookies in the open web
• Matching 1st party identifiers (eg email list) in the open web
• Targeting a custom publisher audience
• Targeting a 3rd party audience from a DMP
• Creating look-alike audiences
The third party cookie underpins the standard model of online media buying, targeting and tracking.
What do we use the 3rd party cookie for?
Measurement examples
• Impression tracking
• Multi channel attribution
• Web based panels for brand tracking
• Conversion tracking via adserver
• Log file generation and analysis
• Uplift vs a control
• Cross device mapping
• A/B splitting audiences
• Blocks 3rd party cookies in Safari by default
• 1st party cookie to have a maximum 24 hour life span
• Restricting the use of link decoration
Cookie restrictions by browser
• Feb 2020 Chrome version requires more transparency on 3rd party cookies allowing users to block them more easily
• Full block of 3rd party cookies announced for 2022
• Browser extension to show who is adservingand collecting data
• ‘Aggressive restrictions’ on fingerprinting
• Blocks 3rd party cookies in Firefox by default
• Optional advanced setting – blocking all cookies, inc 1st party
• Announced Digitrust universal ID will be blocked
a) Less than 25%
b) In between 25% - 50%
c) In between 50% - 75%
d) More than 75%
The 3rd party cookie is predominantly a desktop based technology, what percentage of web access is via a desktop?
Poll
Desktop web access vs Mobile web access
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
APAC
North America
EU
Desktop Mobile Tablet Console
Source: https://gs.statcounter.com/
Data driven marketing continues
Time
DataVolume
Now
✓ Impression level data✓ Consented user level data • Email• Phone no
Proxy User level data• Cookies• Device ID’s
Tracking cookies power the current
model of 1-1
advertising online
Due to privacy concerns, the main
browsers are withdrawing support
for cookies and other tracking IDs
The model needs to change, but
consumers still produce many data
signals that can be used to target
advertising
What does the demise of the cookie mean for marketers?
What are the alternatives to 3rd
party cookie tracking?
Short term vs long term options
Targeting Measurement
Short term (0 – 2 years)
Long term (2 years +)
Non cookie based targeting Walled garden solutions Alternative ID solutions
Walled garden solutions
Walled garden solutions Using 1st party Data Using 1st party Data
Short term, 0-2 years
Non-cookie based targeting
How does it work?
Understanding the content, and therefore interests and frame of mind, via contextual targeting serves as a way to segment and target audiences.
Observing behavioural differences via insights or live campaigns based on geography, time of day, device, URL etc. and creating tactics based on these.
What is it?Targeting options that are non cookie based e.g. page content, device, time of day, geo, IP address.
Is it a replacement
for the 3rd party cookie?
No, they are alternative targeting techniques.
Testing non-cookie based targeting
Bidstream data
Targeting with auction data from DSPs, such as geo, time-of- day, device, browser or operating system
Contextual data
Targeting by matching the message to page content
ID based solutions
Through publisher and as technology integrations, a unique user identifier is generated and stored in a persistent manner. This is passed as a variable through the auction supply chain, allowing the buyer to see if this ID is recognised.
Solutions which create a persistent user ID and share this with all parts of the media buying supply chain.
Using a different technology, the functionality is the closest to the 3rd party cookie.
How does it work?
What is it?
Is it a replacement
for the 3rd party cookie?
Testing ID based solutions
ID solutions have been billed as a potential replacement for the cookie, but they are likely to have a limited lifespan.
Walled Gardens
As the walled gardens need a login, this can be linked to a 1st party cookie providing a persistent and robust identifier that can be used to consistently target a user.
A platform, or collaboration of platforms, that has sufficient reach for its single login to become a useful identifier. The ID is only available to be used within the platform.
Within the “walls” of that platform, it does act as a replacement, but unlike the 3rd
party cookie, it is impossible to match that user identifier once they leave the walled garden platform.
How does it work?
What is it?
Is it a replacement
for the 3rd party cookie?
There are alternatives to cookie
tracking such as non-cookie data,
ID solutions and walled garden
solutions
None of these will provide
a like-for-like replacement of
the cookie
Start testing solutions now to get
ready
How can marketers still target in digital advertising?
Long term, 2 years +
You own your 1st Party Data The alternatives are declining Its persistent
Why will 1st party data be increasingly important?
Get your 1st party data in order
Your 1PDData clean
rooms Publisher
• Data audit and configure
• CDP’s or similar
• Cloud infrastructure
• Consent management
(where applicable)
• Google – ADH
• Amazon
• Infosum
• Supply strategy
• Data + inventory
• Clean room match rates
Think about the challenge differently
How did the cookie change marketing?
CAMPAIGN PLANNING AND EXECUTION
VSBefore Now
• Fixed long term budgets
• Broad reach advertising
• Basic Measurement
• Flexible budgets
• 1 to 1 Personalisation
• Advanced Measurement
How did the cookie change marketing?
MARKETING PROCESS
VSBefore Now
• Siloed decision making
• Siloed systems
• Repeating the things that “work”
• Digital specialists
• Marketing Feedback loop
• CRM Data infrastructures
• Test and learn & innovation
• Digital transformation priority #1
One to many digitalisation opportunity
✓ Impression level data
• Location• Time of day• Device• Connection (5G)
Programmatic TV
Programmatic Audio
Programmatic OOH
User level data
DataVolume
Conclusion
Be aware Don’t panic Act now Use your data
A combination of privacy legislation and market forces means that the 3rd party cookie will be declining.
This is NOT the death of data led marketing.
Data will still be at the heart of what we do, but the mechanics will need
to change.
There is no like for like alternative, so the sooner you start testing the sooner you can understand what your alternative ‘mix’ looks like.
As your 1st party data becomes richer and more accessible, using it
will be more advantageous.
Start with an audit to understand your reliance on 3rd party cookies
Educate internally on the issue and what can be done
Test Test TestSet up a dedicated team to map out the longer term and how your 1pd can be more central going forward
For more information, please get in touch with:
Ranji David
Director, APAC – Marketing Services
Joel Gan
Events Manager ‒ APAC
