EMBRACE THE FUTURE OF ADVERTISING: THE ERA OF COOKIELESS TARGETING

Welcome to another engaging Fireside Chat with Generator Media + Analytics, where we discuss pertinent topics in the advertising industry. In this quarter’s session, we delve into the crucial issue of cookieless tracking, analytics, and targeting. As marketing leads from both agencies and brands, you might be well aware that cookieless strategies have become top-of-mind for marketers due to Google’s privacy developments. Join us as we explore the insights shared by Adam Ortman, SVP of Innovation and Growth at Generator, Josh Hare, SVP of Sales at Viant, and Ryan Chan, VP of Media Strategy at Generator Media. 

Understanding the Landscape of Cookieless Targeting 

The discussion begins with an overview of the cookie and its role in the advertising industry. Cookies are pieces of code stored on users’ devices when they visit websites, providing valuable information like browsing history and preferences. However, with the proliferation of devices and privacy regulations, cookies’ effectiveness has diminished. Currently, cookies are available in only about 20% of impressions, leading to challenges in cross-device targeting and measurement. 

Transition to Cookieless Targeting 

The panelists emphasize the need to move beyond cookies and explore cookieless targeting using other identifiers like emails, first-party data and device IDs. This transition opens new opportunities for robust targeting, cross-channel measurement, and true return on ad spend for online and offline campaigns. The era of cookieless targeting marks an evolution in the internet landscape, and embracing it is essential for staying ahead in the industry. 

Testing and Learning for Successful Campaign Management 

As brands and agencies adapt to the cookieless environment, the panelists stress the importance of testing and learning. Waiting for a perfect solution or a silver bullet is not feasible, and being proactive with testing strategies is crucial for future-proofing campaigns. Brands that engage in early testing will gain a competitive edge and avoid the risk of losing effective targeting and conversions. 

Leveraging First-Party Data 

One major takeaway from the conversation is the significance of first-party data. Establishing data collection processes and organizing first-party data is vital for brands to ensure seamless connective tissue across their data and media landscapes. Brands should capitalize on their first-party data to enhance targeting capabilities and drive campaign efficiency. 

Preparing for Linear Convergence into True CTV 

The panelists predict that the industry will experience a shift in budget allocation towards pure digital plays like Connected TV (CTV) and streaming. Brands and agencies must embrace omnichannel scalability, using one consistent form of measurement across all media channels. Additionally, adopting Artificial Intelligence (AI) and machine learning is crucial for making real-time decisions and improving campaign performance. 

This quarter’s Fireside Chat on cookieless targeting sheds light on the challenges and opportunities that brands and agencies face in the evolving advertising landscape. As marketing leads, embracing the cookieless era and adopting robust testing, leveraging first-party data, and exploring AI and machine learning are essential for staying ahead in the ever-changing advertising industry. By understanding and implementing these insights, brands and agencies can create more efficient and effective campaigns, maximizing their reach and impact in a cookieless world.