{"id":6938,"date":"2024-03-21T11:00:38","date_gmt":"2024-03-21T11:00:38","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/digital-advertisers-still-looking-for-recipe-to-thrive-in-cookieless-world\/"},"modified":"2024-03-21T11:00:38","modified_gmt":"2024-03-21T11:00:38","slug":"digital-advertisers-still-looking-for-recipe-to-thrive-in-cookieless-world","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/digital-advertisers-still-looking-for-recipe-to-thrive-in-cookieless-world\/","title":{"rendered":"Digital advertisers still looking for recipe to thrive in cookieless world"},"content":{"rendered":"


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Marketers can\u2019t call Google\u2019s bluff anymore. The company finally removed cookies for 1% of Chrome users (or around 30 million people) back in January. And as the conversation around PAIR, Google\u2019s new identity solution that allows publishers and advertisers to match first-party data<\/a> to deliver personalized ads, gathers more and more momentum each day, there\u2019s one thing we can be sure about \u2014 when it comes to the deprecation of cookies, this time, it\u2019s for real.<\/p>\n

With Google continually pushing back the cookie deprecation deadline, advertisers didn\u2019t expect, or prepare, for the demise of cookies to actually happen. As a result, even with the cookiepocalypse bearing down on them, most programmatic buyers still haven\u2019t embraced cookie alternatives.<\/p>\n

Now, advertisers are scrambling to find the solution. And it might just be that alternative data<\/a>, a type of big data that ironically went mainstream for the finance industry, might also be a gamechanger for digital advertising. Alternative data is a promising solution in the chaos of the cookie crumble.<\/p>\n

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What is alternative data?<\/h2>\n

Initially used in the world of investing, alternative data<\/a> went mainstream in that industry as hedge funds and investment managers began employing it to gain a leg up on competitors still heavily using its counterpart, traditional data.<\/p>\n

In finance, traditional data consists of quarterly reports, company statements and other publicly available sources of data used to make investment decisions. Alternative data came to mean anything else, and now consists of data procured through the internet, satellite imagery, credit and debit transactions, mobile app data and more.<\/p>\n

With time, alternative data moved beyond its initial world of hedge funds into the rest of the finance industry, and eventually, also into the hands of government bodies and policymakers, not to mention credit bureaus and commercial businesses. Now, it\u2019s entering the world of marketing as a tentative additional solution to the cookie crisis. As traditional \u201ccookie\u201d data goes away, alternative data, the kind that can be acquired through geolocation information, public databases and the like, becomes part of the puzzle that replaces it.<\/p>\n

When you layer AI tools on top of alternative data and the increasing digitization of information, the capabilities of using such large swaths of internet data and other sources becomes much easier to use. Alternative data may emerge as one of the pioneering cookie alternatives and advertisers are beginning to take note.<\/p>\n

The boom of alternative data<\/h2>\n

The decades-long use of alternative data<\/a> in the financial industry is proving to be a precursor for alternative data\u2019s use in market research and consumer insights.<\/p>\n

With solutions like nowcasting \u2014 a portmanteau of \u201cnow\u201d and \u201cforecasting,\u201d which presents nearly real-time data to power things like dynamic pricing, alternative data may increasingly present the answer \u2014 or an answer \u2014 as the cookie continues to crumble.<\/p>\n

The global revenue for alternative data is expected to reach $137 billion by 2030, according to Deloitte. That\u2019s 29 times the global revenue for alternative data today. While investment management is expected to drive most of this growth, advertising may increasingly make up this revenue.<\/p>\n