​DMPs in a post third-party cookie world

As third-party cookies disappear and first-party data strategies take centre stage, we explore the future of digital advertising-oriented data management platforms and targeting approaches


Fresh take on traditional audience ideas

A further development flowing from the loss of third-party cookies is the renewal of interest in older forms of audience building, such as contextual audience building, but using new technologies that provide opportunities for semantic targeting and even moving to predictive targeting.

“There’s a huge volume of solutions marketers haven’t really been forced to contend with, because they have this old notion of how audiences are built they rely so heavily on,” O’Connell says.

According to Oracle’s Collins, more advertisers are leveraging contextual intelligence solutions allowing for targeting by the content, page or video without need for third-party cookies or personal information.

Read more: Is contextual marketing the answer to the end of third-party cookies?

But despite the changes, the current approach for many appears to be one of business as usual. Programmatic marketing agency MiQ’s operations officer, Damian Healy, is surprised at how little demand there has been to get in front of the changes. Even for his own business, he says the changes have not been significant.

“You could think that [being programmatic] means we are entirely reliant on cookies,” Healy says. “But the beauty of programmatic these days is it is omnichannel. I am delivering huge amounts of overall volume in BVOD now, and all of that is based on set top box IDs and smart TV IDs. It’s not dependent on cookies at all. We can use that data to build out optimised reach for advertisers.

“When I was looking at this initially, it seemed an insurmountable mountain. But once we got into it, we saw there are lot of things we can do without cookies.”

Healy also noted a swing back to search, especially for acquisition for performance advertisers.

“Search is a click-based medium, and when you click on to an advertiser’s website you can use first-party cookies at that point,” Healy says. “You know the click came from Google, you know the keyword, you know it landed on your website. You’re then in first-party cookie territory to tell whether they bought something or not.”

In addition, Healy is keeping an eye on other initiatives coming out of Google, including its FLEDGE privacy sandbox proposal. This browser-based technology is being pitched for next-gen remarketing and custom audience use cases but will not be able to be used by third parties to track user browsing behaviour across sites.

Read more: Google’s plans to replace cookies with Topics API dubbed grossly insufficient

“There are some pretty strong reasons to believe there are going to be technology-based and potentially browser-based solutions that are going to get us past some of the sticking points,” Healy says.

For the short term at least, the job for marketers when it comes to campaign planning is likely to be more difficult than it once was.

“With cookies going away, your ability to use mobile IDs fragmented as well, and all the new channels like digital out-of-home and set to boxes and over-the-top devices, there are so many IDs and devices out there it has become a lot harder,” Healy says. “That is where our identity work comes from.”

With the emphasis inevitably swinging towards greater use of first-party data, Stubbs sees plenty of territory still to be explored around how data might be collected and utilised.

“There is a lot more innovation around how you might extend your first-party data, and brands are becoming significantly more commercially savvy around the value of their own data as well,” Stubbs says. “Pieces that start to become really interesting are things like micropayments and getting under the hood of what value exchange looks like.

“What might it look like to get them in the door without having to hand over all of their data at the start, and then build up that relationship through a value exchange? You will start to see massive convergence around content and data, and elements where it brings in commerce. That will be one of the interesting growth areas.”

So while the industry might be shaken up in terms of changes to data and the tools that manage it, O’Connell says it’s a good time to closely examine what consumers actually want.

“A first-party data strategy means you have to have something useful to the consumer they want to interact with,” O’Connell says. “It is really about customer experience and content strategy. You need to think all about those things.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in