As consumer behavior continues to evolve, so do the opportunities and challenges for today’s marketers. Consumers who used to be easy to reach are now much more challenging to connect with in a consistent, contextually relevant, privacy-compliant manner. And true business results are difficult signals to extract from the noise.
Mobile phones have come to play a large role in today’s commerce landscape, driven in part by consumers being confined to their homes for much of the past few years. In fact, 90% of adults in the US are shopping with their smartphones.
Life is about balance. Day and night, predator and prey, birth and death. Many view these as opposites, but I consider them counterweights that keep our world in balance. We can say the same about the cookieless and future-proofing discussions currently taking place.
It’s nearly impossible to accuse ad tech of being behind on automation. In fact, ad tech is now built on algorithms, all designed to maximize yield for buyers and sellers.
Today, every impression has multiple systems evaluating every data point to determine its value. The price is negotiated without human intervention. The creative itself might be dynamically generated to be specific to the individual that will see it. And all of this is done in a fraction of a second.
Even as Google announced in July that it would push back its deadline to remove cookies from Chrome to 2024, marketers continue planning for the cookieless future now. It makes sense, as cookies are fast becoming irrelevant. Brands that only use cookie-based solutions are missing out on about 70% of the open web, because cookies are not present on a rapidly expanding number of browsers, devices and platforms.
Ad tech and media companies know the importance of differentiating themselves in a highly competitive market. Partnerships across networks help them stand out.
With so much interest around the delayed deprecation of third-party cookies, it’s easy to forget that the TV industry is building a scaled and addressable advertising ecosystem – without third-party cookies.
Data-driven marketing is about more than just addressability. It’s about using data to inform media planning, storytelling, creative execution, media-buying tactics and the full spectrum of the advertising process – not just individual targeting.
This summer marks the 50th anniversary of Title IX. It’s a celebratory time for women’s athletics, but also a broader celebration of women in sports: not just as athletes but as passionate fans, loyal supporters, successful leaders and more.
“Wait and see” is not the motto most of us aspire to.
Yet, with Google’s cookie deprecation timeline getting pushed back and the current landscape of competing first-party identifiers offering insufficient reach on their own, “wait and see” is the approach I see most marketers and advertisers taking today.
