At the same time as Google introduced in July that it could push again its deadline to take away cookies from Chrome to 2024, entrepreneurs proceed planning for the cookieless future now.
It is sensible, as cookies are quick turning into irrelevant. Manufacturers that solely use cookie-based options are lacking out on about 70% of the open net, as a result of cookies usually are not current on a quickly increasing variety of browsers, units and platforms.
In a fragmented and altering ecosystem, entrepreneurs are working to seek out new figuring out indicators for customers, entry walled gardens via the usage of clear rooms and analyze throughout each nameless and authenticated knowledge to create a unified technique.
Exploring each new identification avenue
One of many greatest hurdles entrepreneurs face with the deprecation of cookies is scale.
If we depend on logged-in electronic mail addresses as the idea for digital identifiers, we will fairly count on that the variety of usable IDs might be a lot decrease than with cookies. Entrepreneurs want a number of new figuring out indicators, each authenticated and nameless.
In a world that has consistently evolving privateness rules and an trade that’s solely turning into extra fragmented, it’s extra essential than ever to have an agile strategy to your advertising and know-how stack. And right here’s the excellent news: With the proper knowledge science and partnerships, you don’t really need cookies for efficient attain, relevancy and ROI.
An agnostic strategy to platforms, knowledge and provide supplies entry to knowledge throughout the open and walled-off net. As a substitute of a set knowledge stack, with an agnostic programmatic companion you may entry a wide range of nameless and authenticated knowledge via partnerships with firms such LiveRamp, The Commerce Desk, Amazon, Experian and lots of extra.
Agnosticism is essential right here; a marketer wants a number of ID indicators throughout the omnichannel purchaser’s journey to focus on and attain customers anyplace they go, moderately than a single stack answer, which solely provides a small piece of the image.
Lastly, of the 30+ ID options that at present exist, consolidation is to be anticipated. By taking an agnostic strategy and dealing with all related companions, entrepreneurs can safeguard their model’s strategy to identification even after consolidation takes place.
Embracing a future-forward philosophy
The deprecation of third-party cookies is a chance for the promoting trade to rethink how we collect and analyze knowledge. Entry to a plethora of information from companions and knowledge scientists permits entrepreneurs and know-how companions to not solely ask the questions that drive trade innovation but in addition to spearhead new options.
Entrepreneurs who shift their methods towards multi-identity options now might be significantly forward of the curve, and forward of their wait-and-see opponents, when cookies are lastly phased out.
Discovering various options that truly enhance efficiency is a part of our firm’s legacy. Our newest providing, the CookielessIQ rating, provides a easy method to measure customers’ progress towards cookieless activation, enabling us to suggest additional cookieless optimizations based mostly on their rating. And our Id Backbone connects a number of knowledge indicators – together with authenticated IDs, postal codes and electronic mail addresses – right into a single profile, so manufacturers can obtain linked and correct measurement throughout channels.