The cookie-less future is upon us. What does that mean for you as a marketer? We don’t know what - if anything - will replace the third-party cookie, but let’s explore some possibilities before 2022, shall we?
Cookies, historically, have been the marketers’ best route to relevance. For the last decade or so, we’ve relied on cookies to make ads more meaningful to consumers who see them. Visit a lot of running sites? We’ll show you ads for sneakers and sports watches. Love music? You’ll see ads for streaming services and speakers.
Not that cookies were perfect - they really identified devices rather than people, but they were reliable and efficient enough that as an industry, we pretty much hung our hats on them.
If we’re going to approach our cookie-less future optimistically, we can look at it as an opportunity to personalize better - to create even more relevant ads in a privacy-safe way.
The problem today is that there really is no replacement for the cookie. There are lots of options for digital identity, but none is truly privacy safe, and many of the more secure options identify devices or connections rather than humans, like the cookie. With that in mind, here are some of the options the industry has today - and why none of them are ideal:
These are just a few of the options under consideration, and again - none of them are ideal. But the digital advertising industry has always faced obstacles, and because of the great minds, the willingness to collaborate, and the spirit of innovation that defines our industry, there’s no doubt that we’ll find the way forward. It may be one of these methods, a combination of several, or - most likely - some entirely new technology or data application we hadn’t previously considered.
As the cookiepocalypse approaches, there will be a new pie, cake, or meringue to consider - and you can be sure that the team at Beeswax will be in the kitchen with our sleeves rolled up, working to find the next recipe for programmatic targeting success.
Want to learn more about digital identity? Download our eBook, The Future of Digital Identity.
By Xander KotsatosRead More