Keys to adequately face the new period of disappearance of third-party cookies

Following the recent announcement by Google to delay the disappearance of third-party cookies until mid-2023, the Zeotap company wanted to bring together the main players in the sector to address the challenge of the future without cookies. And for this, it has organized, together with Programmatic Spain, the Navigating towards a cookieless future event in which renowned speakers from companies such as Publicis, Grupo Henneo, Dentsu, Amnet, Unidad Editorial or PRISA have participated.

Daniel Heer, CEO and founder of Zeotap has wanted to emphasize that the recent announcement by Google to delay the end of third-party cookies until the end of 2023 makes perfect sense in the sector, since important changes take time to take place. And that has not surprised all those industry players who are looking for a solution to the challenge posed. Because I wasn’t ready yet.

“For such a fundamental change, Google’s initial timeline was too ambitious. And when it unveiled it, it produced confusion and fragmentation in the digital industry,” Heer said. “The new timetable for the disappearance of third-party cookies is much more realistic and gives the industry time to work together to develop scalable and interoperable solutions that inspire confidence in publishers, advertisers and consumers alike. In addition, it offers to supports and advertisers a more feasible period to collect their own data to face a future cookieless “.

At the same time, Heer, wanted to emphasize that the new calendar does not reduce the urgency for the adaptation of the industry to the new reality. Because, “this time”, he has said, “is only enough if all the actors continue to move quickly. And in the case of brands and media if they do it to have solid data of their own”.

Regarding the own data, it has been remarked during the sessions that in order to adequately count on this pillar, the industry actors have to take into account from having new ways of collecting them respecting the preferences of the users, to implementing the appropriate technologies that they allow to unify and activate them with the due consent of the consumers. And that all this will help publishers to have an inventory that can be properly monetized. As well as the advertisers to adequately and personally address consumers.

On the other hand, the important role that Europe plays, as well as that of its media and advertisers, has been highlighted, since it has to be considered a primary area worldwide in the creation of global digital solutions that must have their particular requirements.

In the block How do publishers prepare for this challenge and not lose money and audience? It has been stressed that the most important thing is to place the user at the center of the experience, protecting their privacy and offering native navigation both in content and in the way in which advertising is going to be served, measuring the impact and taking maximum care do not overwhelm the customer. And it has been remarked that if this is achieved, it is very likely that user engagement will increase and therefore consume more content, generating more advertising revenue.

Also in the section Is the first party data the hero we were waiting for and that we deserve? It has been stressed that own data will be crucial in the new cookieless environment and that it is of great importance to have a data driven strategy to implement and exploit it properly. At the same time to ensure that the consent of the users of the registered users is informed and collected on the processing of their personal data. And have an appropriate technological partner that can guarantee compliance with the GDPR and the traceability of the user’s consent. As well as working with identity resolution technology, such as the global initiative ID +, which through a universal ID solves the problems of digital identities derived from the current fragmentation of IDs, the restrictions of cookies and the increasingly strict regulation throughout the world. world

And finally, in the panel The cookieless environment in the Spanish ecosystem. It is everyone’s business, a perspective has been offered regarding the changes that have occurred in the digital ecosystem in recent months. From the agency side, they highlight that their role as consultants is being key for brands, offering solutions for the management of their own data and promoting alternatives to third-party cookies such as the Zeotap ID + solution that allows to continue attracting new users in the post cookie era. And as for the media, they consider that the change in traffic from not logged in to logged in will mean an increase in advertising investment as a consequence of greater engagement on the part of the user-reader and a greater collection of their own data.

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