Google’s deadline is looming, but at Goodway Group, we believe this is no cause for fear. Significant ad industry opportunities exist, and we’re innovating now to embrace and prepare for the industry changes that lie ahead.
Large publishers have one big opportunity. The demise of the third-party cookie gives them immense power because they know their audience. Any grouping of large publishers, either on their own or through a third party, could bring significant known-user scale across devices that rival the walled gardens of Google, Facebook and Amazon.
The browser community also has an opportunity to create a more privacy-friendly way to identify users, which still enables all the cookie benefits without the privacy downside. Why would browsers do this? Let’s not forget that the majority of the internet is free to users because it’s supported by advertising. Publishers must make money. Browsers may realize this and be willing to work with the advertising community on a fair solution.
As for Goodway, we’ve been engineering a solution for our clients for well over a year and are fully prepared to continue delivering significant value to clients well ahead of Google’s deadline. Our network of authenticated traffic (built through publishers and third-party technology platforms) already leads the industry in verified reachable identity, and this will only continue to build over time.
As the ad tech industry players test and implement new cookie alternatives, here are 5 ways brands can get ready to say goodbye to cookies:
Activate, grow, clean and segment your CRM data to produce personalized, sophisticated marketing strategies. Connect and engage with your audience by building look-alikes, conquesting to win market share and suppressing already-converted audiences. Keep your focus on personalization and the customer experience. Consumers will continue to value personalization and will favor brands that provide content and experiences tailored to them.
The challenge becomes reaching consumers persistently across channels once third-party cookies are out of the picture. Identity solutions will be pivotal as brands strive to provide a value exchange that allows them to feature logins or collect consent as often as possible. In the meantime, work to clean up and maximize your first-party data to help your personalization efforts down the road.