How Advertisers Are Managing The Uncertainty of a Cookieless Internet

Digital marketers have used data from third-party cookies to drive ad revenue and grow audiences for years. The unfamiliarity of a cookieless world fosters uncertainty as to what operational changes and investments may be needed.

To prepare for Google’s estimated 2022 deadline for ending third-party cookie support on Chrome and across their ad networks, publishers are already taking steps to remain viable through the transition and well into the future. The following data-driven strategies for accessing invaluable privacy-compliant user data, and efficiently moving ad inventory, will help advertisers successfully navigate these tumultuous times.

Universal ID Solutions

Some advertisers are banking on new technologies such as universal ID solutions to address the potential loss of personalization tools. These solutions enable privacy-compliant user IDs that publishers and advertisers can share to target users, cap frequency, and measure campaigns.

Programmatic Header Bidding

Programmatic header bidding makes the publisher’s inventory simultaneously available to multiple demand sources before calling up the ad server. This advanced technology provides a flexible and authentic way of running direct programmatic auctions, highlighting ad impression value, and driving ad revenue. Outsourcing your programmatic advertising is an excellent way to optimize your resources and allow experts to maximize your ad space.

First-Party Cookie Data

One of the most valuable assets industry stakeholders own is first-party cookie data. Advertisers should prioritize the following strategies for optimizing and amassing first-party data.

• Increase the number of authenticated users
• Advance behavioral and contextual data collection
• Advance insights capabilities
• Explore data collaborations with other brands

New Data-Management Platforms

To optimize their first-party data, some companies have replaced their outdated data-management platforms (DMPs). These new DMPs can identify fleeting visits from readers who arrive from a specific content piece. Even better, they don’t rely on third-party cookies.

To learn more details about these and other effective strategies, read our latest blog post.