Data Tracking In 2022

Data Tracking In 2022
SHARE
THIS



With third-party cookies set to be deprecated on Google Chrome from 2022, the future of data tracking is expected to look very different. In this piece, Steve Millward, General Manager – Product, Sales and Marketing at smrtr, outlines what we might be able to expect when it comes to tracking in the not so distant future.

When it comes to data tracking, there is no doubting that the cookie has been king for the best part of two decades.

But, with companies like Google and Apple now looking to change how internet browsing works, the cookies’ reign is quickly coming to a close.

Google has set an – albeit optimistic – end date of 2022 for third-party cookies, meaning the search is on for a new king.

So who will take the throne?

Unified ID

In October, two of the biggest players in advertising technology took a significant step towards building the future of tracking amid the ‘Chromageddon’.

The Trade Desk and LiveRamp announced a new partnership, which will see LiveRamp begin to integrate The Trade Desk’s privacy-focused open identifier, the Unified ID 2.0.

The Unified ID 2.0 is an open-source sign-on solution that tracks users with hashed and encrypted email addresses, rather than with cookies. It also gives consumers greater control over their data and employs single sign on capabilities, meaning it is effective across the open internet (and consumers don’t have to repeatedly consent).

The integration will allow these customers to connect their first-party data with relevant audiences. 

Nielsen and Criteo have both also committed to supporting The Trade Desk’s Unified ID in recent months, indicating this system could in fact be the future.

Other participants

There are, however, several other big players in the identity space, all of whom are seeking to become the de facto standard for digital IDs.

Google has publicly spoken about its development of a ‘Privacy Sandbox’, which offers advertisers aggregated data via five APIs, as an alternative to cookies. Meanwhile Adobe, Salesforce and Oracle are all investing heavily into the development of customer data platforms (CDPs) as a way to aggregate, organise and align customer data in a cookieless world.

Practical considerations

And while each of these solutions has the ability to be an effective tool, there are important considerations to keep in mind as the industry weighs up the reality of a unified solution.

Naturally, there is a benefit to having so many large technology companies competing to create the next big identity solution, however, it also brings with it the risk of having too many solutions in the market and a disjointed experience for both consumers and advertisers.

On the flip side, there are also questions about having one unified solution. As is demonstrated by the impact of Google’s change to third party cookies, having a single unified solution leaves the industry vulnerable when changes are made and can potentially stifle innovation.

Given both the Unified ID and CDPs rely heavily on email addresses to identify customers, there will be new challenges in how this data is used. 

There is also the absence of authentication tools for many companies. In terms of authentication, cookies could be dropped onto a computer without any action but email logins capture a much smaller portion of the visitor base. 

Identity Graph

The identity graph has emerged in recent times as a genuine contender to help businesses utilise data in a privacy-centric manner. An identity graph is a single database that carries customer profiles and all known identifiers that correlate with this consumer.

This is a concept that resonates with us at smrtr. The smrtr Identity Graph uses a wide number of opted-in, privacy-compliant datasets to connect different forms of Personal Identity.

Overall we cover 85 percent of the population with one or more personal identifiers and 100 per cent of households. 

This is used in different ways by our clients to:

  • Better understand their customers by connecting our deep insights via whichever IDs they have. Insights can be aggregated for the whole customer base, a segment, or mapped back to individual customers in CRM systems
  • Communicate with those customers via the digital ad-tech ecosystem through their existing ad-tech and relationships
  • Find lookalikes for targeting in the digital ad-tech ecosystem with their media partners
  • Enrich their understanding of the touchpoints that their customers use

As opposed to most of the solutions mentioned above, smrtr’s Identity graph is available now, Australian focussed and all about connecting online and offline data to create a complete view of the customer.

If you’d like to learn more please, contact us and we’ll be in touch within the next business day.

Please login with linkedin to comment

data tracking

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]