The Complexity Of Identity In A Post-Cookie World
In this guest post, Xandr senior director market development Samuel Tan (main photo), takes a look at our post-cookie world and asks what will the impact be on a brand’s identity…
The crumbling of the cookie creates a complex situation around identity – how will brands know who, or where, their audience is without those handy cookie data crumbs?
The short answer is there is no silver bullet – any one-size-fits-all solution will have inherent limitations that may not be obvious from the outset. Advertisers who do the groundwork to re-identify their customer base via a true “trial and test” model and embrace the complexity (and opportunity) of the post-cookie world can develop more efficient and effective engagement with their customers.
What works for one brand, however, may not work for another, so advertisers need to be prepared to explore a range of approaches. Whether it’s through creative messaging, emotional targeting, or keyword usage, brands will have to think smart, go back to basics, and be flexible when it comes to engaging consumers.
The shift to first-party data is a win for both the industry and consumers. Quite simply, the online world needed to evolve given increasing privacy regulation and consumer expectations. In the post-cookie age, consumers will have greater control and choice over the way their data is handled, actively selecting what type of information they part with, with who and when. One example is Apple’s privacy changes, implemented via iOS14.5, which requires users to opt-in for cross-app tracking. The user opt-in rate for IDFA is expected to be low and cross-app tracking will likely steadily decline.
CTV and OTT take centre stage
The big opportunity of course is for CTV and OTT advertising, as both have accepted practices requiring signed-in users who have willingly shared their data for the privilege of on-demand access to premium video content on the biggest screen in the home. CTV has rich data insights on viewers at a local, household and even device level.
Xandr’s CTV – Advertising’s Creative Canvas report this year shows that almost half of Australians aged over 14 have viewed content on CTV and 30% of them are doing so daily. Add the fact that CTV is growing exponentially – up 22% year on year with highly viewable ads – at 90%, the opportunity for an addressable, engaged audience at scale is not lost on marketers and media agencies.
And with BVOD consumption up 8% in H2 ’20 vs H1 ’20, Australian broadcasters are growing robust first-party data offerings. In addition, there are some key formats emerging as advertisers and publishers look for alternatives to the third-party cookie.
Why contextual counts
I believe we will see the renaissance of contextual advertising, a source of marketing which has been severely undervalued in recent years. Contextual advertising is still the predominant tool of choice. It is the backbone of linear television advertising which is up 5% in Q1 and is a key tool for brands looking to reach relevant and engaged audiences as it involves using context and a brand’s native environment to enable advertisers to identify and engage specific audiences – at scale.
While this value proposition was somewhat overlooked in digital environments, the absence of cross domain tracking via third-party cookies has brought to light that the context of a page is equally as relevant as a consumer’s behaviour. Contextual advertising uses key words and the content of web pages, rather than data from cookies, for the placement of relevant advertising. It follows that a person reading reviews about kitchen appliances is likely to be in the market to buy.
While contextual advertising took a backseat to third-party data mining, the tectonic shift facing the industry has brought a re-emergence of contextual targeting as a method of choice for advertisers. It doesn’t rely on individual identification, and it also harnesses new technologies like artificial intelligence and machine learning to help brands maintain the automation and operational efficiency brands have become accustomed to with programmatic.
Positive change for the future
The post-cookie world presents a challenge for advertisers – but it’s a good one. It’s an opportunity for brands to rethink the relationship with their audience and focus on quality, premium media and data; to re-engage with their customers in a meaningful way and rebuild the trust often lost in the old-world data exchange. The new playing field also presents opportunities to explore new partnerships with technology platforms and ad data companies to help identify a brand’s audience and seek out new buyers.
While some are fearful of the cookiepocalypse, we see it as an opportunity for a better industry. It will allow for better content delivery, meaning a better audience experience, better creative and better results for brands. I say, let the cookie crumble.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.