Strategies And Opportunities For A Cookieless World

Man using mobile smart phone with global network connection, Technology, innovative and communication concept.

The deprecation of third-party cookies has put the topic of identity in the limelight. In this piece, Susan Wu, Senior Director, Marketing Research at PubMatic shares her views on how advertisers and publishers can approach identity and shares advice for moving forward.

Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.

With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.

A significant portion of publishers are considering their approach to identity resolution—25 percent for web and 39 percent for mobile app—according to a recent study by Advertiser Perceptions (Fig 1). Those who have taken steps towards addressing the challenges, are leveraging first-party data, consulting with identity resolution vendors and adjusting their monetization strategy. As one publisher surveyed said, “First-party data is one of our biggest and most unique selling points. We need either a wrapper partner or SSP or both who we can trust to work with our first-party data and make it accessible when we want it to be accessible.”

Buyers, on the other hand, have a greater sense of urgency and are leaning into and investing in the offerings of advertising technology vendors. Nearly half of all brand marketers and agencies indicated they plan to spend more on identity resolution issues in 2021 than they did in 2020 (Fig 2).

US buyers have expressed urgency in keeping automated advertising transactions as seamless as possible, and many are investing in an identity-based solution now.

According to research:

  • 65 percent of buyers said they are relying more heavily on ID graphs built on first-party data
  • 51 percent are relying more heavily on second-party data built via data co-ops with other agencies and brands
  • 48 percent are relying more heavily on second-party data from publishers

The leading perspective of the ecosystem is that ad tech partners are the ones who can move the needle to help buyers and publisher devise an addressability solution that improves upon the cookie (Fig 3). It’s a critical time for buyers to start testing their identity resolution strategies, and for publishers to revisit their monetization roadmap.

For buyers and publishers who are on the path towards solving for addressability, there are a few key areas to consider while developing identity resolution strategies:

  • Have cross ID management interoperability. It is unclear which ID will be the preferred replacement, or perhaps multiple IDs will serve a variety of strategic purposes. As the industry evolves into the next era of audience addressability, adopt an identity management solution like PubMatic’s Identity Hub that allows better, easier multiple ID control and management.
  • Know your audience. Publishers should explore how to capture more usable data, by collecting their own and by creating closer relationships with first-party data sources.
  • Stay adaptable. There is a growing belief that publishers who leverage open-source wrapper technology can more quickly adapt to future disruptions to third-party cookie use.
  • Look for a performance and insights partner. More than just the technology, both buyers and publishers should consider an identity resolution service partner who can provide insights, be a consultative partner, and is aligned in their company roadmap.

See PubMatic’s data infographic on what publishers and marketers are saying about their plans for audience addressability after cookies phase out.

Image: iStock/ipopba

 




Please login with linkedin to comment

Cookies mobile id pubmatic

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]