{"id":7557,"date":"2024-05-13T16:57:38","date_gmt":"2024-05-13T16:57:38","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/the-advertising-industry-has-stalled-as-it-faces-a-cookieless-future\/"},"modified":"2024-05-13T16:57:38","modified_gmt":"2024-05-13T16:57:38","slug":"the-advertising-industry-has-stalled-as-it-faces-a-cookieless-future","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/the-advertising-industry-has-stalled-as-it-faces-a-cookieless-future\/","title":{"rendered":"The advertising industry “has stalled” as it faces a cookieless future"},"content":{"rendered":"


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Quantcast is a global digital advertising, audience insights and measurement platform. Understandably, it has been following the Google Privacy Sandbox saga with close attention. We sat down with their U.K.-based CMO Amit Kotecha in their New York office for a conversation about recent developments, including the latest delay in cookie deprecation and the new report from the U.K.\u2019s Competition and Markets Authority. (Interview edited for length and clarity.)<\/em><\/p>\n

Q: <\/strong>Google has said it is pushing the complete deprecation of third-party cookies back to 2025. A couple of days after that announcement, we got the new report from the CMA that adopted most of the concerns that the Information Commissioner\u2019s Office had surfaced about privacy. Google surely saw this coming?<\/p>\n

A: <\/strong>The timing is a bit too coincidental. This is a complicated industry; there are many players. Google is a significant player, in some ways the backbone with their browser and their ad server being very commonly used. I do think all the concerns that have been raised need to be addressed, but the deadlines are a bit useless. Our conversation with advertisers has always been \u2014 you should be thinking about your company and what you\u2019re doing to be able to use digital advertising to your advantage without cookies.<\/p>\n

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We will work with any partner in the ecosystem. As a platform, we should take all the complexity that there is and take it away from our customers. As a technology company, we should create our own solutions. That\u2019s not to say we\u2019re not testing Privacy Sandbox, but we can\u2019t wait or we\u2019ll be here next year without any innovation. At the moment, I feel like the industry has stalled; there\u2019s not much innovation hapening because everyone is waiting to see what Google does.<\/p>\n

Q: <\/strong>It looks like Privacy Sandbox isn\u2019t going to be up and running any time soon.<\/p>\n

A: <\/strong>Yes. There\u2019s some really good ideas in there to protect privacy and continue with advertising, but they need to be tested properly. From the second an ad is created to when it is delivered, there are many \u201chops\u201d and those \u201chops\u201d have been created over twenty years and each one provides, or should provide, value. All the companies in this ecosystem need to be connected in order for Privacy Sandbox to work and not everyone has done that work yet. Everyone has to connect to the framework to test it properly. <\/p>\n

It\u2019s expensive, too. Do we put the engineering time into Privacy Sandbox, or do we put it into our own solutions which we believe are working well and delivering value for our customers today? That\u2019s not to say we wouldn\u2019t pivot and do something on Privacy Sandbox if a customer was willing to spend time with us to do it, but at the moment there\u2019s very little demand. A lot of people talking about it, but not much activity.<\/p>\n

Dig deeper: Google\u2019s Privacy Sandbox: What you need to know<\/a><\/em><\/strong><\/p>\n

Q:<\/strong> I\u2019ve heard that the conditions for testing are currently so limited that it\u2019s almost meaningless. Google allowed 1% of Chrome users to deprecate cookies, but tests running that 1% don\u2019t tell you what will happen when it\u2019s 70 or 80%.<\/p>\n

A: <\/strong>That 1% also has to be online at that given moment in time in order for you to deliver an impression and track whatever performance metric that you\u2019re tracking. We\u2019re at a standstill. We have this conversation every year and it\u2019s exhausting. <\/p>\n

Hundreds of millions of dollars are spent in this industry every year, outside the walled gardens, and that money delivers value to the advertiser, delivers value to the consumer if it\u2019s done well, and \u2014 most importantly \u2014 it funds the open web. This delay, any type of friction in the system, means less confidence among advertisers and they push their money into areas where you have less friction; more money gets funneled into walled gardens and less gets spent on the open web. Advertisers will tell you they don\u2019t want to spend all their budget in walled gardens, but there\u2019s too much chaos here and they don\u2019t understand it well enough.<\/p>\n

Dig deeper: Goodbye to cookies: Digital advertising\u2019s leap in the dark<\/a><\/em><\/strong><\/p>\n

Q: <\/strong>A lot of advertisers can find their existing audience, of course, through first-party data, but they also want to extend their reach and find new customers. What are the solutions on the table for that?<\/p>\n

A:<\/strong> First-party data acts as a seed to build what we call \u201cmodels.\u201d You use whatever data points are available to you to build models to find new audiences. That\u2019s the way Quantcast has always worked. When you don\u2019t have deterministic data, you have to fill the gaps with machine learning. If you have a large dataset, you can apply a basic model on top of it and it will do very well. As the dataset depletes or diminishes, as it will in the cookieless world, the model has to become more sophisticated.<\/p>\n

Q: <\/strong>It doesn\u2019t sound like Quantcast is heavily invested in the identity resolution that happens in data clean rooms<\/a>.<\/p>\n

A: <\/strong>I think data clean rooms have a place, but as a standalone solution, no. A lot of folks have invested in clean rooms but haven\u2019t found a way to activate them. <\/p>\n

Q: <\/strong>Another thing I am seeing from some platforms is a return to contextual advertising. It\u2019s been around forever, but with AI can do more sophisticated things today.<\/p>\n\n\n

A: <\/strong>Contextual is in our platform, we just don\u2019t break it out as a separate solution. You can buy a contextual strategy if you want, but it\u2019s just another signal that we add to our overall model. An advertiser can buy just contextual, but we don\u2019t recommend it. To get the best performance you should use all the data available.<\/p>\n

<\/p>\n

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Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"

Quantcast is a global digital advertising, audience insights and measurement platform. Understandably, it has been following the Google Privacy Sandbox saga with close attention. 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