{"id":8603,"date":"2024-09-03T15:58:10","date_gmt":"2024-09-03T15:58:10","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/one-way-or-another-cookies-are-going-away\/"},"modified":"2024-09-03T15:58:10","modified_gmt":"2024-09-03T15:58:10","slug":"one-way-or-another-cookies-are-going-away","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/one-way-or-another-cookies-are-going-away\/","title":{"rendered":"One way or another, cookies are going away"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>\u201cAt the moment, I feel like the industry has stalled; there\u2019s not much innovation happening because everyone is waiting to see what Google does.\u201d<\/p>\n<p>That was Amit Kotecha, CMO at <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/digital-advertising\/\">digital advertising<\/a>, audience insights and measurement platform Quantcast, talking to us back in <a rel=\"nofollow\" href=\"https:\/\/martech.org\/the-advertising-industry-has-stalled-as-it-faces-a-cookieless-future\/\">May of this year<\/a>. It turns out that three months is a lifetime in <a rel=\"nofollow\" href=\"https:\/\/martech.org\/why-we-care-about-adtech-the-complete-guide\/\">adtech<\/a>. Google finally broke the stalemate. It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not.<\/p>\n<p>It took years of debate between Google, regulators and the ad industry to arrive at the point where cookies will fade with a whimper rather than go out with a bang. And now Amit Kotecha was in town again.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-back-in-education-mode\">Back in education mode<\/h2>\n<p>\u201cOur perspective is still the same,\u201d he said. \u201cDeprecation of cookies is inevitably going to happen; how it happens might be different to the last conversation that we had.\u201d<\/p>\n<p>Was he surprised at the recent turn of events? \u201cNot at all, especially given all the back and forth with regulators. This takes a little bit of attention away from just cookies and puts the onus back on the user.\u201d There are reasons to think that users, given the choice, will <a rel=\"nofollow noopener\" href=\"https:\/\/www.emarketer.com\/content\/nearly-all-us-browsers-could-become-cookieless-future\" target=\"_blank\">abandon cookies in droves<\/a>. <\/p>\n<p>\u201cWhen this happened,\u201d said Kotecha, \u201ca lot of our customers said \u2018We don\u2019t need to worry any more, let\u2019s move back to cookies.\u2019 I don\u2019t think that\u2019s the right thing to do, so we\u2019re back in education mode again with our customers.\u201d<\/p>\n<p>A further reality check has been Oracle withdrawing third-party data from sale in Europe, taking away another tool that big advertisers, at least, could rely on. \u201cThey\u2019re going to shut it down globally and I think that\u2019s going to happen at the end of the month, so we\u2019ve been preparing for that,\u201d Kotecha said.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-an-opportunity-for-cdps\">An opportunity for CDPs?<\/h2>\n<p>Many advertisers are leaning more heavily on first- and zero-party data. Does that mean that there are opportunities here for the fast-changing <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-data-platform-cdp\/\">CDP<\/a> space? \u201cAs a marketer, I\u2019ve used CDPs before,\u201d Kotecha said. \u201cThey\u2019re point solutions; what I mean by that is they solve a specific problem that could be solved elsewhere. They\u2019re expensive, they take time to implement, and once they\u2019re implemented you need a person looking after them.\u201d<\/p>\n<p>CDPs might make sense for larger companies, but in the case of Quantcast they do the work themselves, querying data in the data lake using Snowflake. \u201cIt\u2019s more manual, but we have engineers that can do that work for us.\u201d However, many Quantcast customers do have CDPs and want to activate their data in Quantcast. \u201cWe integrate with quite a few CDPs in the ecosystem.\u201d<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/googles-privacy-sandbox-what-you-need-to-know\/\" target=\"_blank\">Google\u2019s Privacy Sandbox: What you need to know<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-cookieless-metrics-challenge\">The cookieless metrics challenge<\/h2>\n<p>Marketers are clearly concerned about the ways in which third-party cookie deprecation will affect their ability to reach potential customers. What has been discussed less is what measurement will look like in a post-cookie world.<\/p>\n<p>\u201cMeasurement is the elephant in the room for the whole industry,\u201d Kotecha agreed. \u201cGoogle\u2019s announcement was a relief for a lot of companies because they can still measure, even if it\u2019s only a portion of their campaigns, they can still say it\u2019s working. Our view has always been different.\u201d<\/p>\n<p>Quantcast\u2019s approach is to look at conversions and build models based on what kinds of customers convert. \u201cBecause we know something about your customers already, we can go out and find new customers for you,\u201d Kotecha explained.<\/p>\n<p>Quantcast now has a measurement solution built into its platform. \u201cIf there\u2019s a cookie, we\u2019ll use the cookie,\u201d Kotecha said. If there\u2019s no cookie, the solution will predict whether a conversion was based on an impression Quantcast delivered. \u201cFor every conversion, we\u2019re measuring a probability score \u2014 the higher the probability, the better our targeting will become. If we\u2019re not confident about a conversion, we\u2019ll disregard it.\u201d<\/p>\n<p>Google, Kotecha observed, now has a similar solution, Enhanced Conversions, in its ad platform. \u201cIt will model conversions based on all the data Google has and it will tell you a Quantcast campaign delivered this many conversions. That has given us a lot of confidence that we can go out and find audiences in Safari and elsewhere because we\u2019re constantly seeing data; for two years we\u2019ve been enhancing this solution.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-it-s-not-the-end-of-the-open-web\">It\u2019s not the end of the open web<\/h2>\n<p>Despite the doomsday view that the end of cookies will drive all ad spend to the walled gardens, Kotecha still believes in alternatives. \u201cOne of the reasons I am still in this industry is, I believe in the open web,\u201d he said. \u201cI believe in news and that is all funded by advertising. If all the advertising dollars go to the walled gardens, then every publication will be sold to the walled gardens or won\u2019t be around any more. That can\u2019t happen.\u201d<\/p>\n<p>To put this in perspective, Kotecha said, more than 50% of conversions globally are modeled because there is no cookie attached. \u201cIt\u2019s already happening,\u201d he said.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/one-way-or-another-cookies-are-going-away\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cAt the moment, I feel like the industry has stalled; there\u2019s not much innovation happening because everyone is waiting to see what Google does.\u201d That was Amit Kotecha, CMO at digital advertising, audience insights and measurement platform Quantcast, talking to us back in May of this year. It turns out that three months is a [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6341,"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-8603","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>One way or another, cookies are going away - 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\/one-way-or-another-cookies-are-going-away\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"One way or another, cookies are going away\" \/>\n<meta property=\"og:description\" content=\"\u201cAt the moment, I feel like the industry has stalled; there\u2019s not much innovation happening because everyone is waiting to see what Google does.\u201d That was Amit Kotecha, CMO at digital advertising, audience insights and measurement platform Quantcast, talking to us back in May of this year. 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