Third Edition | October 2024
Times Internet for Marketers
India's largest digital products company. Brand building for digital begins here.
In-Depth
The cookie era is over, despite ongoing cookie-based buying and user-sync systems still functioning. SSPs, DSPs, and DMPs continue updating IDs, but these processes are nearing retirement. The true shift is seen in feature releases, engineering budgets, and marketing strategies, where third-party cookies have lost relevance. Investment is now focused on alternative identifiers, gaining traction among media owners, SSPs, and DSPs as the cookie's influence fades.
The cookie’s fall from grace: A major shift from third-party cookies began with restrictions on browsers, framing cookies as a privacy concern. While other data leaks are more harmful, the privacy debate gained momentum as major tech players clashed. Announcements to phase out cookies introduced uncertainty, prompting companies to gradually pivot and accelerate their efforts with each passing deadline. Today, the focus has shifted entirely to alternative solutions, leaving cookies behind.?
Securing buy-in on promising alternatives: As concern over signal loss grows, alternative IDs are gaining traction, receiving bids from both open markets and private marketplaces. However, these IDs must prove their worth by offering users choice and clarity about the value exchange of behavioural tracking.
To succeed, alternative IDs must deliver value through seamless partnerships, integrating into identity systems efficiently and affordably. Legal compliance is essential, but there’s also an opportunity to align around industry protocols. Advocacy for user privacy is critical to avoid repeating the mistakes of cookies, requiring engagement with tech platforms, major players, and privacy bodies. The shift from cookies offers a chance to redefine identity for the digital ecosystem.
Industry News
领英推荐
Amazon will introduce ads on Prime Video in India starting 2025, aligning with its global push to expand ad-supported streaming. While ads will appear during shows, movies, and live sports, viewers can opt for an ad-free experience by paying an additional fee. This move responds to fierce competition in India's streaming market, where major players are merging for dominance. Amazon highlights the value for advertisers, offering access to Prime’s audience through high-quality content with fewer ads than traditional TV.
Adobe announced the availability of GenStudio for Performance Marketing, a generative AI-powered solution designed to streamline global advertising and marketing campaigns. It enables brands to create personalized, on-brand content at scale using tools like Adobe Firefly, while ensuring compliance with brand standards. With features like pre-approved asset repositories, automated content generation, and AI-driven performance analysis, the solution helps brands optimize campaigns efficiently across channels and audiences.
DoubleVerify announced content-level pre-screen avoidance for Facebook and Instagram Feed and Reels, expanding its brand safety tools to block ads from appearing next to unsuitable content before they are served. This new solution, launching in early 2025, complements DV’s post-bid measurement by providing advertisers with real-time control and insights to optimize campaigns. Powered by DV’s AI-driven Universal Content Intelligence, it helps brands ensure safe placements.
IAB Tech Lab has introduced ADMaP (Attribution Data Matching Protocol) for public review, aiming to revolutionize how advertisers and publishers share and measure conversion data securely. Developed with privacy experts, ADMaP utilizes privacy enhancing technologies like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs) to protect user privacy. The protocol ensures accurate campaign measurement and attribution while safeguarding audience privacy, setting a new standard for secure data sharing in the industry.