When Google first announced plans to disable third-party cookies on Chrome in January 2020, the news hit ad tech like an earthquake. But a lot has changed in the past four years. Now, as Google finally begins acting on those plans, the death of the third-party cookie is looking a lot more like opportunity than crisis.
Marketers and advertisers have been calling for transparency into their advertising investments – from planning to activation, measurement and optimization – for years. Yet, by and large, the lack of transparency has been accepted as the status quo: While we’ve made strides, data remains fragmented – operationalized and accessed on behalf of marketers, rather than with them.
The ad tech industry has undergone an identity transformation. With 2024 around the corner, the end of the once-reliable cookie is finally at hand. But signal loss doesn’t stop with cookies.
The need to expand beyond first-party identifiers fundamentally changes how companies think about building out a future-ready mar tech stack – with some big implications for how many companies have designed their customer data platforms (CDPs) today.
For the past two decades, B2B marketers have been inundated with messaging telling them they need to “take a page from the B2C playbook.” There’s truth in this advice – but there are faulty assumptions at play, too.
Advertisers and agencies are recognizing the importance of SPO to select strategic SSPs that reduce the number of intermediaries, offer more control and align on better financial incentives and greater cost savings.
As we look ahead to the much-hyped AI revolution, businesses should learn from the last two major technological revolutions: the internet and social/mobile media. History tends to repeat itself, and as a tech “veteran” old enough to have worked through both, I’ve seen the risks of companies going all-in on the hype before the tech is ready. I’ve also seen the dangers of being too cynical and slow-moving.
Let me put it plainly: You’re taking a huge gamble on your company’s ability to reach its target audience, and time is running out!
By focusing on whether streaming is bigger or better than linear TV – or any other delivery platform for that matter – the ad-buying industry is not asking the right questions to successfully connect marketers and buyers with people.
In the ever-evolving digital advertising landscape, CPGs face unique challenges in achieving their KPIs. The demand for developing cost-effective media programs that drive a brand’s desired outcomes is daunting.
