Imagining Life After Cookies With LiveRamp’s Deb O’Sullivan

Imagining Life After Cookies With LiveRamp’s Deb O’Sullivan
SHARE
THIS



In just 12 months’ time, third-party cookies are expected to be nothing more than a distant memory. Google has vowed to deprecate cookies from Chrome by 2022, meaning the industry is busy preparing for a new world of identity.

What this future will look like is the big question.

According to LiveRamp Vice President, Enterprise Sales ANZ Deb O’Sullivan, this shift will ultimately benefit the consumer.

“The removal of third-party cookies and other unsustainable identifiers will see the industry move towards solutions that support a consumer-centric ecosystem that facilitates the essential value exchange between publishers, marketers, and consumers.

Businesses and brands that don’t make that move will find it much more difficult to maintain and sustain key marketing workflows, like targeting, attribution, frequency capping, and measurement, to name a few. In order to continue executing data-driven marketing, marketers require durable addressable solutions.

In terms of facilitating this shift towards people-based marketing, various advertising technology companies are experimenting with new identity solutions.

The Trade Desk is busy preparing the Unified ID 2.0, Lotame is working on Panorama ID, while Google recently provided the industry with an update on its Privacy Sandbox.

It’s created a competitive market where consumer privacy is a high priority.

And unlike life with cookies, where online identity – and digital advertising more broadly – was characterised by a single solution, life after cookies will be different, according to O’Sullivan.

“We don’t think the industry will move forward with one solution to rule them all. Rather, a few identity solutions that enable marketers to continue to be able to execute critical workflows — targeting, attribution, frequency capping, suppression, etc. — across environments. Multiple IDs should come from the martech community and enable marketers to make the best possible connection with their data to publisher inventory,” O’Sullivan told B&T.

“To support a neutral, interoperable, and privacy-conscious ecosystem, there is a need for the industry to collaborate and build a technology stack that can scale alongside growth and support infrastructure that is widely adopted by publishers and industry platforms.”

Privacy Sandbox

Given Chrome’s browser market share, Google’s proposed Privacy Sandbox is naturally expected to gain significant uptake.

Earlier this year, the company shared information about early progress that has been made on the sandbox, revealing the technology will allow advertisers to create and deploy their own advertisers and measure campaign performance without using cookies.

According to O’Sullivan, the industry will have to wait and see whether the Privacy Sandbox is an effective industry-wide solution moving forward.

“The industry is still evaluating Privacy Sandbox. Increased transparency and interoperability will be key to making its tools a positive step for the industrym,” she said.

O’Sullivan also suggested that future versions of Google Chrome might have reduced personalisation capabilities, meaning customer relationships will become increasingly important.

“At this point we do know, with some degree of certainty, that Chrome will not support individual one-to-one personalisation or measurement. This is why we strongly believe that marketers and publishers should look to create trusted consumer relationships rooted in authentication to continue to be able to personalise the consumer journey in a manner similar to the walled gardens,” she said.

“There is urgency and momentum now to explore Sandbox and what it entails. Now is the time for marketers to assess their options and the potential impact to their marketing practices.”

 

Please login with linkedin to comment

Cookies liveramp

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]