“Chewing on Cookies”: Part 3

In our first of three postings on the topic we attempted to amp8220set the tableamp8221 for you if you will by examining where we are in terms of cookie usage and how we got hereIn our second post we took a look at the current landscape of statebystate privacy regulation impacting the use of cookies and importantly where things stand and are poised to move in terms of industry selfregulation We also touched on initial solutions for a postcookies world on offer from various corners of the digital ad sectorIn this final posting on the topic weamp8217ll venture to offer you our own advice amp8211 with the caveat of course that digital advertising is an incredibly dynamic industry undergoing continuous changeOur overriding piece of advice Donamp8217t panicWhile these postcookies conversations have been unfolding for years there39s still some confusion about what this new environment actually is and what it means for SMBsThe loss of cookies by no means portends the loss of targeting Nor does it mean losing the ability to report back valuable and tangible insights on ad campaignsThere is a future well beyond the use of cookies and a lot of very large and successful entities not to mention lots of very smart people have been analyzing and developing new solutions for quite some timeAnd here is one example of why change can be a very good thing The effort to move beyond cookies has led to some startling amp8220strange bedfellowsamp8221 partnerships throughout the industry Companies one might not have expected to collaborate with previously I did not have a Google alliance with The Trade Desk on my Bingo card are now putting their heads together productively and that is a very healthy thingThere are multitudinous options already depending on the audience you want to reach and your preferences in terms of type of ad creative and KPIs for example There are so many options that itamp8217s frankly difficult to advise marketers as to which may be their best path solely based on what might work for othersBut as a first step for any type of solution we always strive to find the bestinbreedFor example as we noted in our second posting a number of prominent industry players are working on the solution of a universal ID across all platforms regardless of where a marketeramp8217s ad is running A truly effective universal ID can earn the trust of brands agenciesbuyers adtech intermediaries and industry watchdogs alike This will no doubt take time but itamp8217s an important goal and I encourage you to continue to amp8220watch this spaceamp8221The main objective of all the industry evolution amp8211 some might say upheaval of recent years has been the critical balance of the protection of privacy for the end user and the continued delivery of revenue to the publishers The challenge and the shared objective really is to develop not just a winwinamp8230 but a winwinwin for all three major slices of the digitaladindustry pie publishers advertisers and the end userWhile at Viamedia we are keenly watching industry developments and we are forging ahead with our own alliances to leverage innovative uses of firstparty data on behalf of clientsWe39ve recently launched a platform allowing publishers and marketers to capture user information on their own websites in privacysafe fashion to target their audience elsewhereOur new platform Accelerate essentially deanonymizes the data with the useramp8217s permission whether via optin or optout One automotive company was able to increase leads 14 without increasing its overall ad spend Who needs cookiesTo some all the newfound change in digital advertising may seem rather chaotic at least for now But out of chaos can emerge some of the most brilliant business solutions Or to borrow from Orson Wellesamp8217 legendary speech in the 1949 movie The Third Man amp8220You know what the fellow saidamp8212in Italy for thirty years under the Borgias they had warfare terror murder and bloodshed but they produced Michelangelo Leonardo da Vinci and the Renaissance In Switzerland they had brotherly love and they had 500 years of democracy and peace And what did that produce The cuckoo clockamp8221I encourage readers to reach out with their questions or thoughtsamp8239Feel free to email me at infoviamediatvcomPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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“Chewing on Cookies”: Part 3

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David Solomon

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