Third-party cookies are facing a difficult future

Based on “The Drum”, June 19th

Data in digital advertising has always played a crucial role in the goal of reaching the right person with the right ad at the right time. For the last two criteria both regulators and consumer tech companies have limited the use of third-party data, which has forced marketers to find new ways of targeting.

Google for example will start asking sites to identify whether a cookie will be used for login or tracking and is providing internet users with tools to automatically delete cookie data. This will in turn make it harder for third parties who use cookies for tracking consumers. Mozilla users will now have the option to toggle between tracking blocking settings from the default of “standard” to “strict”.

With this
prevention of third-party cookie targeting, marketers have to shift their focus
and find other options such as working directly with first-party data or with
partners that have easy access to it.

third-party cookie changes will provide challenges for many current attribution
models but hopefully, over time it will improve the way we look at overall
digital advertising activity to be less focused on cookie history from one
device and be more holistic about the impact of the overall marketer’s media
spend.” According to Henry Shelley, the general manager of The Trade Desk South
East Asia. He also believes that the demand-side platform has always believed
that privacy and good advertising do not have be at odds with each other. “We fully support bringing greater
transparency to the advertising ecosystem by giving users more visibility and
choice. With this approach, the industry can continue operating effectively,
while respecting user privacy,” he adds.

To serve
consumers with relevant messages and ads, marketers who rely on third-party cookies
in APAC have to build up their first-party data collection, which means they
need to ensure they are working with adtech platforms to inter-operate in
first-party cookie environments.

One of
those adtech platforms – Quantcast – claims to be founded on the principles of
privacy-by-design and takes the issue of data privacy very serious. Andrew
Double, who is the managing director at Quantcast APAC states that “this has
proven to be an advantage for the platform and its clients when it comes to
responding to the evolving data privacy landscape. He further explains “We will have to explore and learn by using
native ads, curated video environments and good old branded content to connect
with our audience.

Another category
is data that customers willingly share like purchase desires and preference
through interactive experiences like subscriptions or contests. This data
sometimes referred to as “zero-party data” has been touted to be the solution
for marketers. This data is typically high quality and accurate with can help
rebuild trust and engender lasting and meaningful connections with consumers.

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