My Response to Tim Peterson's Post-Cookie Questions from Digiday's Programmatic Summit

Last week at the Digiday Programmatic Summit in New Orleans, Tim Peterson throws out three questions to the attendees that sparked some serious conversation. These aren't just any questions; they're the kind that make you pause and think about where we're all heading in this post-cookie world. Here’s what he asked:

1. On a scale of 1-10, how would you rate the industry’s current level of post-cookie preparedness? This question probes into how well-equipped the digital advertising industry is to handle the shift away from traditional cookie-based tracking and targeting methods.
2. What’s the next big step the industry needs to take to be better prepared? This one's all about strategy. This is a call for insights on the strategic direction the industry should pursue to adapt effectively to the new digital advertising landscape.
3. If Google sticks to its timeline to disable third-party cookies a year from now, will the industry be ready at that point? This question is about assessing the readiness of the industry to meet the upcoming deadline set by Google for phasing out third-party cookies, a significant pivot in online advertising strategies.

Check out the video to hear how some of the attendees responded to these questions:

Tim really hit the nail on the head with these. They're not just questions; they're a wake-up call for us to gear up and get savvy about what's coming.

When it comes to Tim's questions at the Digiday Programmatic Summit, they've really got me thinking. Drawing from what I've learned and seen, especially in my role at the IAB, I've put together some responses of where we stand in this shifting digital landscape. Here are my thoughts, shaped by experience and discussions with friends, and colleagues, as well as some of the research we conduct at IAB:

Q1: On a scale of 1-10, how would you rate the industry’s current level of post-cookie preparedness?

My response: You know, when I think about where we stand in getting ready for the post-cookie era, I'd reluctantly put us at a 2 out of 10. This isn't a number I throw out lightly, especially considering my involvement from the vantage point of the IAB. My perspective isn't confined to just one segment of the industry – not an agency, brand, ad tech, or publisher angle, but a broad view encompassing the entire sector.

You see, the challenge isn't merely about mastering these new APIs, though that's a significant part of it. The real issue, as I've observed, lies in the industry's overall approach. There's a noticeable trend towards heavily investing in first-party data strategies and data clean rooms. Now, don't get me wrong – these are absolutely critical components. But what's concerning is the reliance on them as if they're the be-all and end-all solution.

This approach feels a bit like trying to solve a complex puzzle with only a handful of pieces. Sure, those corner pieces – the first-party data and clean rooms – give us a starting point, a framework. But what about the rest? The middle pieces of this puzzle are diverse and numerous: understanding consumer privacy concerns, adapting to changing regulations, developing new measurement techniques, and exploring alternative targeting technologies that are respectful of user privacy.

What's more, there's a certain level of complacency I've noticed in the way some in the industry are handling this shift. It's as if by just focusing on these corner pieces, the whole picture will somehow fall into place. But we all know that's not how puzzles work. It's a process that requires patience, adaptability, and a willingness to see beyond the immediate horizon.

In my role at the IAB, part of what I strive to do is to provide a broader perspective, to encourage a more holistic approach. We need to be thinking about this as an industry-wide transformation, not just a series of individual challenges to be tackled by separate entities. It's about collaboration, shared learning, and a unified effort to piece together this new landscape we're stepping into.

So, a 2 out of 10 might seem like a tough assessment, but it's a call to action. It's a reminder that we've got more work to do, more pieces of the puzzle to find and fit together. We're at the beginning of this journey, and there's a long road ahead.

Q2: What’s the next big step the industry needs to take to be better prepared?

My response: The next big step for the industry, as I see it, is a deep dive into education, and not just in a general sense, but a targeted, strategic form of learning. This step is critical and involves everyone – it's an all-hands-on-deck situation. From my prior experiences and particularly at the IAB, the power of pooling knowledge from diverse areas – media, sales, data science, and beyond – cannot be overstated. This collective wisdom is our key to navigating the post-cookie world.

Let's talk specifics. It's time to rigorously analyze your current campaigns with a new lens. Companies need to create their own benchmarks that are not reliant on cookie-based metrics. This involves focusing on non-cookie based tactics and post-click attribution. For instance, let's start preparing for scenarios where retargeting performance might drop at various levels - 20%, 30%, 40%, 50%, 60%, and even up to 70%. This isn't just theoretical; it's a very real possibility that we need to plan for.

Similarly, you should apply this approach to audience targeting without the use of first-party data or identity graphs. It's about re-evaluating and recalibrating your strategies in a landscape that no longer relies on traditional methods. This kind of proactive analysis will not only help you stay ahead of the curve but also prepare you for a range of outcomes, including worst-case scenarios.

But here's the crucial part: these scenario estimates and analyses can't stay confined to your operational teams. They need to be communicated up the chain. Ensure that your executive leadership is fully briefed on these potential scenarios. They need to understand the implications, the strategies you're proposing, and the reasons behind them. It's about preparing them, not just for the likely changes, but for the full spectrum of possibilities, including the worst-case scenarios. This level of preparedness is vital.

In this quickly evolving digital landscape, staying still is not an option. What works today might indeed be outdated tomorrow. That's why it's imperative to not just keep up with the changes but to actively participate in shaping what's next. Getting involved in initiatives like the IAB Tech Lab’s Privacy Sandbox Task Force is more than just staying informed; it's about having a say in the development of new standards and solutions.

The next big step is about embracing a comprehensive and forward-thinking approach to education. This means preparing for a wide range of outcomes, sharing insights and strategies with those at the top, and playing an active role in shaping the future of digital advertising. We're not just preparing for the next year; we're laying the groundwork for the next decade and beyond.

Q3. If Google sticks to its timeline to disable third-party cookies a year from now, will the industry be ready at that point?

My response: When it comes to Google's looming deadline to phase out third-party cookies, the big question on everyone's mind is: will we be ready? To be honest, achieving complete readiness by the time the clock strikes zero is a pretty high bar. But, based on the steps we've discussed, I believe we can be more prepared than many might expect.

It's crucial to approach this with a mindset of proactive adaptation rather than reactive scrambling. We need to be a step ahead, agile in our methods, and open to exploring uncharted territories. In my role at the IAB, I've seen the importance of this forward-thinking approach. It's about pushing the boundaries of what we know, embracing innovative strategies, and preparing not just for the immediate changes but for the longer-term evolution of our industry.

Let's break down what this means in practical terms. Firstly, it's about flexibility. The digital advertising landscape is about to undergo a major transformation, and clinging to old methods won't cut it. We need to be agile, ready to pivot our strategies as new information and technologies emerge. This means experimenting with alternative tracking and targeting methods that respect user privacy, exploring the potential of machine learning and AI in ad targeting, and developing more robust first-party data strategies.

Another key aspect is experimentation. We can't be afraid to test new waters. This might involve trialing different types of contextual advertising, diving deeper into predictive analytics, or investing in emerging technologies that offer alternatives to cookie-based tracking. It's through this experimentation that we'll discover what works best in a post-cookie world.

And let's not forget about the importance of collaboration. Navigating these changes is not a solo journey; it's a collective effort. Joining forces with others in the industry, participating in think tanks and forums like the IAB Tech Lab's Privacy Sandbox Task Force, and sharing insights and learnings will be crucial. It's through this collective wisdom that we'll find the most effective paths forward.

While being fully 'ready' for Google's deadline may be a stretch, by staying a step ahead, remaining flexible, and embracing experimentation, we can confidently steer our industry into this new era. It's not just about bracing for the impact of these changes; it's about actively shaping how we respond to them, ensuring that we continue to thrive in a post-third-party cookie world.

My Final Thoughts

As we navigate these uncharted waters, it's clear that we need to be more flexible, innovative, and collaborative than ever before. The countdown to Google's deadline on third-party cookies is more than a mere timeline; it's a catalyst for a fundamental shift in our industry. We need to be proactive, not just reactive, in our strategies. This involves embracing new technologies, experimenting with different approaches, and most importantly, sharing our knowledge and experiences.

And this is where I turn the conversation over to you. I'd love to hear your thoughts on these questions. How do you rate our industry’s readiness? What strategies do you believe we need to adopt next? And, when Google’s deadline arrives, do you think we’ll be ready? Your insights are invaluable as we all work together to navigate this changing landscape. So, please, share your thoughts in the comments section below. Let’s keep this important conversation going.

About this Newsletter

In 2023, amidst challenges and layoffs in the US-based advertising, marketing, and ad tech industry, Angelina Eng noticed a common struggle among her friends, colleagues, and network: finding new opportunities and resources as they seek their next career move. Leveraging her personal time on top of her day job at IAB, she began by sharing job openings she came across on her social feed. With a strong and engaged following, Angelina took the initiative to officially create 'Angie's Career Gazette' and has evolved into a comprehensive resource hub for all things career-related. From valuable career tips and advice to handpicked sources that keep you in the loop about the latest trends and industry news, I hope it's one of your go-to destination for professional growth.

About Angelina Eng (aka Ang | Angie | not Angela)

With almost three decades of navigating the dynamic digital advertising landscape, Angelina Eng has become a renowned authority in this ever-changing field. Her background within prominent industry holding firms has propelled her into executive roles, spanning account management, media planning and buying, ad operations, and data analytics. Angelina's expertise extends to areas like data engineering, operational excellence, and advertising platforms. In her present position at the Interactive Advertising Bureau (IAB), as VP Measurement, Addressability & Data Center, she focuses on creating educational materials, best practices, industry standards, research and events that delve into topics such as addressability, media analytics, attribution, and more.

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