Here’s a quick recap of the top stories we loved diving into over this last month! Right now, we’re tuned in to all the buzz about Google’s third-party cookie deprecation delay. What does it mean for publishers, brands, adtech, martech and others? Our client CafeMedia explores what it means for advertisers in AdExchanger, we see how many websites are still using third-party cookies on the other side of the world in B and T, Mumbrella highlights the delay as a change to build a better first-party data ecosystem and LiveRamp explores the value of collaboration in The Drum.
Rachel Parkin, executive vice president of strategy and sales at our client CafeMedia, says one of the things advertisers can do with the extra time to prepare for third-party cookie deprecation is “Adopt a publisher mindset.” “Advertisers who can create a user journey, including content, that allows customers to reveal more information about themselves through the actions they take, will generate their own universe of first-party data,” she said, adding that extra time means scaling of the number of known users.
Even before Google’s delayed timeline, the majority of Australia’s top websites were still reliant on the soon-to-be legacy technology. “Organizations who put off, or worse, fail to mitigate their third-party cookie dependencies run the risk of reduced marketing efficiency and return on marketing investment, diminished measurement capability, and site functionality issues, which could negatively impact customer experience,” said James Wawne, managing director, DMPG, who helped with the research.
Tasneem Ali, general manager at digital advertising firm Pure.amplify, says Google’s delay gives an extra chance to build a strong first-party ecosystem underpinned by strong customer communications, consent, security and privacy. It also gives more time to get a business’s internal data house in order.
In a recent roundtable run by The Drum in collaboration with our addressability partner LiveRamp, participants highlighted the need for brands to collaborate with publishers to tap into first-party data insights and channel partners to understand customers’ complete buying behavior. Understanding where data lives in an organization is also paramount.