{"id":6168,"date":"2024-01-17T16:28:40","date_gmt":"2024-01-17T16:28:40","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/alternatives-to-third-party-cookies-the-state-of-play\/"},"modified":"2024-01-17T16:28:40","modified_gmt":"2024-01-17T16:28:40","slug":"alternatives-to-third-party-cookies-the-state-of-play","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/alternatives-to-third-party-cookies-the-state-of-play\/","title":{"rendered":"Alternatives to third-party cookies: The state of play"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>\u201cI\u2019m actually shocked because I really just thought they were going to be regulated away, but yes, they started out with 32 million folks, so it\u2019s happening.\u201d<\/p>\n<p>Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally <a rel=\"nofollow\" href=\"https:\/\/martech.org\/google-has-started-phasing-out-third-party-cookies\/\">begun phasing out third-party cookies<\/a>. After <a rel=\"nofollow\" href=\"https:\/\/martech.org\/google-again-delays-third-party-cookie-deprecation\/\">multiple delays<\/a>. <\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>Are marketers finally ready for this?<\/p>\n<p>\u201cI don\u2019t think they\u2019re prepared because there isn\u2019t a like-for-like replacement,\u201d said DeZao. \u201cI was reading a study from YouGov. Something around 53% of marketers said they weren\u2019t ready, and another 57% said they\u2019re not fully aware of what the solutions are yet. I think that speaks to the convoluted nature of all the solutions that are available to try to piece together something that can replace that efficacy.\u201d<\/p>\n<p>What\u2019s more, there\u2019s an impression going around that brand marketers want to leave solutions to the agencies. \u201cI think brand marketers are sort of biding their time \u2014 let\u2019s not panic until we need to,\u201d DeZao agreed. \u201cBut I think we\u2019re in the panic stage now.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-alternatives-to-panic\">Alternatives to panic<\/h2>\n<p>Although there seem to be countless proposed alternatives to cookies out there, they generally fall into one of the following categories: reliance on first-party (and zero-party) data, contextual advertising, identity resolution (including data clean rooms) or purported like-to-like replacements like Google Topics.<\/p>\n<p>\u201cI think there are going to be lots of different tactics to get through this,\u201d said DeZao. \u201cBrands that don\u2019t have a lot of first-party data \u2014 say, for example, CPG brands \u2014 are going to rely on their retail media partners, the Targets and the Walmarts, to get them the reach that they need. In terms of other industries, there are lots of first-party data options available. We know first-party data is the most accurate.\u201d<\/p>\n<p>Conversely, Google Topics threatens to be a scattergun approach. \u201cAnd the new solution proposed by Google, the Topics categories, those are going to go back to the days of soap opera advertising,\u201d DeZao said. \u201cWe\u2019re going to see a lot of consumers getting irrelevant messages because you\u2019re only allowed to target folks on a couple of categories.\u201d<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-first-party-and-zero-party-data\">First-party (and zero-party) data<\/h3>\n<p>\u201cConsumers are amenable to giving you their data as long as there\u2019s a value exchange there,\u201d said DeZao. \u201cI think brands haven\u2019t cracked that code 100% on what the value exchange is going to be.\u201d<\/p>\n<p>Closely associated with first-party data is zero-party data, data that is not personally identifying but which is offered up by the consumer through engagements like quizzes. One example <a rel=\"nofollow\" href=\"https:\/\/martech.org\/how-inkbox-steers-customers-through-its-huge-online-catalog-of-temporary-tattoos\/\">we wrote about<\/a> was an online temporary tattoo brand that collected information about a visitor\u2019s style preferences and showed them relevant products; collecting first-party data could wait. <\/p>\n<p>\u201cRetail brands are doing a good job with that and it\u2019s been a tactic for a while,\u201d said DeZao. \u201cBrooks, the running shoe company, has a really good activation of that. When you go to their website they ask how you run, where you run and how often. Zero-party data collected by the brand in a first-party way is really valuable, but we also have third-party-collected zero-party data \u2014 sometimes folks are just trying to get through the questions.\u201d<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/how-to-extract-value-from-zero-party-data\/\">How to extract value from zero-party data<\/a><\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-contextual-advertising\">Contextual advertising<\/h3>\n<p>In a sense, contextual advertising goes back to the days of soap opera when Madison Avenue confidently identified the demographic watching daytime television dramas as the demographic responsible for buying soap powder. But there are new forms of contextual advertising out there.<\/p>\n<p>\u201cContext is going to be huge,\u201d said DeZao. \u201cAs someone working for an AI company, we know that consumers are moving so rapidly through all their channels and devices, so you need real-time data and information. Context is one of those categories where you can get the freshest take on what your consumer is doing in the moment.\u201d In other words, regardless of identity, consumers scrolling through camping websites might like to see ads for tents.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-identity-resolution\">Identity resolution<\/h3>\n<p>There are many vendors today offering identity resolution solutions that \u2014 largely probabilistically \u2014 stitch identifiers like postal or email address to transaction activity or other trackable behaviors. Some of these solutions are interoperable \u2014 for example, The Trade Desk\u2019s UID is interoperable with LiveRamp\u2019s RampID. Does that bring benefits?<\/p>\n<p>\u201cIf you look at our marketing stacks today they\u2019re so, so bloated,\u201d said DeZao. \u201cWe\u2019re actually using less of the stack than we ever did, but we\u2019re continuing to add things into it. So I think, when a brand is looking for new solutions \u2014 and it\u2019s going to be multiple, because there\u2019s not one solution to replace this functionality \u2014 they need to be reducing the number of vendors they have versus adding. Consider technologies that are interoperable with each other.\u201d<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-google-topics\">Google Topics<\/h3>\n<p>The winning alternative to cookies that has emerged from Google\u2019s Privacy Sandbox is Google Topics, a browser-based approach that assigns a rotating and limited number of topics to a browser based on activity.<\/p>\n<p>\u201cIt\u2019s a seven-day cadence,\u201d DeZao explained, \u201cand I think there\u2019s something like 460 or 470 categories, and they\u2019re not super granular. Criteo is a Google partner; they\u2019ve been testing topics and a year ago they found that Topics was five times less effective than cookies. They have added a hundred or so categories since then but the granularity is not there.\u201d<\/p>\n<p>Of course, there are also drawbacks with the browser-based approach. \u201cIf my wife came into the room and used my browser, then I came back and used it after her, I\u2019m going to start getting a lot of ads for Sephora. That\u2019s a wasted impression,\u201d laughed DeZao.<\/p>\n<p>First-party data can generate demographic information. \u201cTopics is not going to have demographic information or categories,\u201d she said. \u201cYour first-party data is your best bet. If you\u2019re in industries like finance, telecoms and potentially arts and entertainment, you\u2019re going to want that demographic info.\u201d<\/p>\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center has-background\" style=\"background-color:#dbdbdb\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" alt=\"2023 MarTech Career and Salary Survey.\" class=\"wp-image-388507 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-600x338.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-768x432.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-1536x864.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1.png.webp 1920w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp?resize=800%2C450&#038;ssl=1\" alt=\"2023 MarTech Career and Salary Survey.\" class=\"wp-image-388507 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-600x338.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-768x432.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-1536x864.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1.png.webp 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><h3 class=\"wp-block-heading has-text-align-center\" id=\"h-take-the-martech-salary-and-career-survey\">Take the Martech Salary and Career Survey<\/h3>\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-it-s-time-for-new-success-metrics\">It\u2019s time for new success metrics<\/h2>\n<p>Some KPIs are so bound up with the way third-party cookies work, we have to understand they\u2019re going to be much less useful in a post-cookie environment. <\/p>\n<p>\u201cKPIs like click-thru rate are going to provide no information that\u2019s going to be valuable moving forward,\u201d she said. \u201cWe need to get together as an industry and identify the five new KPIs we\u2019re going to align to. Customer lifetime value is especially important for many brands \u2014 to understand that a short-term sale is not the goal; the goal is to have lots of sales over time.\u201d<\/p>\n<p>With identity resolution,\u201d she continued, \u201cI think one of the core goals is not just to connect the consumer experience but to close the loop on someone having an interaction over here \u2014 and did they purchase because of that? Did they go to another part of our ecosystem and then make a purchase?\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-smart-money\">The smart money<\/h2>\n<p>The bad news? \u201cWe might see a lot of gut feelings coming back on what\u2019s a good message rather than data-driven results.\u201d<\/p>\n<p>But if DeZao had to place a dollar on which solution will ultimately win out? It sounds like she\u2019s bet on contextual advertising. \u201cContextuality and real-time data \u2014 like, the freshest possible data.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/alternatives-to-third-party-cookies-the-state-of-play\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cI\u2019m actually shocked because I really just thought they were going to be regulated away, but yes, they started out with 32 million folks, so it\u2019s happening.\u201d Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. After multiple delays. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6169,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Alternatives to third-party cookies: The state of play - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/alternatives-to-third-party-cookies-the-state-of-play\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alternatives to third-party cookies: The state of play\" \/>\n<meta property=\"og:description\" content=\"\u201cI\u2019m actually shocked because I really just thought they were going to be regulated away, but yes, they started out with 32 million folks, so it\u2019s happening.\u201d Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. 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