What In The Cookie Crumble Is Going On?

Between Cookie deprecation, the MRC stripping Nielsen of its accreditation, Apple’s iOS updates, Fragmentation in the CTV space, there are a lot of exciting-ish things happening in the digital media and programmatic ad space.

The Programmatically Correct Show is our attempt to swift through some of these important headlines and helps demystify how it is actually going to affect us as digital marketers. We go live Mondays and Thursdays on major social media networks including ClubHouse. See heleneparker.live

With that said, I think we can agree that google’s cookie deprecation, CTV anything, Apple’s iOS have been the most reported on.?Don’t ask me for exact stats! This is a personal observation!

The next few Programmatically Correct shows will focus on demystifying each topic giving a fundamentals’ refresher, taking you back to the origins, and then highlighting what you should consider in order to move forward.?Also, note that this is a fast-advancing industry so updates happened very often. However, this is still a great way to understand what, how, and why, especially for our friends rocking it in other digital marketing fields.

Let’s get into today’s conversation which is Google’s announcement to get rid of 3rd party cookies.

This announcement was made sometime in January 2020.?Earlier this year (2021), they also announced an update that they were delaying this until 2023, instead of 2022.

What In The Cookie Crumble Did They Announce?

Chrome is phasing out support for third-party cookies in the browser within two years (now three years), starting with trials on conversion measurement and personalization by the end of 2020.? (Note that Chrome holds over 65% of browser usage, followed by Safari, and the others per the wiki/google)?

Let’s Take It Back, Cookies?

Originally, HTTP cookies are pieces of codes created by web browsers and placed on the user’s devices. 3rd party cookies are created by domains (so in our industry, publishers) to promote user experience which was then used for advertising purposes.?

Why Are/Were Cookies Important?

Think of the amount of time you’ve gone back into your Amazon account and seen “pick up where you started” or “ see similar items” or “today’s deal”.?It is increasing the experience their visitors/users would have. Being able to pick up where they left off once they return to their site or back into their apps is a way to enhance that user experience.

The programmatic media industry used 3rd party cookies like a drug (in Matt Barash’s word). The industry saw the opportunities to recalibrate the way we advertised by using 3rd party cookies to target based on online behaviors, financial or economical needs, social and political affinity, in-market to x…

How Did We Use 3rd Party Cookies For Advertising Purposes??

Well, that’s where 3rd party data comes in. ?

3rd party data is collected?from websites (or again, publishers),?and or devices which is then aggregated together by a 3rd party data provider such as?a Data Management Platform, aka DMP. (Some examples of DMPs:?Webulla, Adara, LiveRamp, BlueKai, Experian, Polk, and many more)

By aggregating data from a variety of sources, DMPs are able to create comprehensive audience profiles. Those audience profiles are how we are able to target consumers in-market for a new car or with High-school students within the Household looking to enroll in colleges nearby, etc.

Here’s an example to paint a picture:

A popular one is Polk Automative data, known for its automotive buying behaviors. They collect?and analyze data related to registration and title information, new vehicle transactions from all?the major manufacturers, and even vehicle financing data.?Having access to Polk data can be essential for the demand capture of a local auto dealership looking to reach prospective customers who own a 10 years + old car and ready to update their ride.?

3rd party data opened the gate to targeting on a “personalized” level.

Challenges, You Ask?

The downfall is that each data providers, devices, browsers, publishers, SSPs, and DSPs have their own unique way of measuring the same user assigning their own unique and respective ID or tracking ID.?

Even though we had the ability to target and measure more intelligently, there was a serious fragmentation problem between all these key actors in the industry.?Each with its unique way of mapping users based on their partnerships and internal technologies.

The Trade Desk defines this process above as the Cookie table or Cookie mapping.?

There’s been another downfall with 3rd party data utilization in our industry and most recently, some privacy concerns rose involving international and national laws.?This privacy concern and non-consented data sharing are topics that we will get to cover on their own as there is a lot to unfold.?

We’ve unpacked quite a lot in Monday’s Programmatically Correct show and this week’s theme is The Cookie Crumble.

On Thursday, we will highlight the positiveness of this announcement by uncovering potential solutions to cookies going away.

As always, I’m here to chat if you have any follow questions and feedback. You message me or visit heleneparker.com.? You can also catch the recording on my profile or on your YouTube channel.

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About The Show

The Programmatically Correct is A Live Social Serie on Mondays & Thursdays Where We Demystify The Programmatic Media Industry For Digital Marketers.?You can tune in at 12 PM ET (GMT-4) on all major social networks including Clubhouse.?

This is for you if:

? You’re a growing digital marketing agency that’s ready to add programmatic media to your biz mix OR have already started but aren’t converting

? You’re a professional with traditional media background looking to expand your skillset

? You are a brand or company looking to bring programmatic in-house?

? You want expert advice on campaign setup, audience targeting, how to partner up with AdTechs, and more

? You want to hang with me and talk all things programmatic including “cookieless”, or rather Identity Link Solutions or CTV or any latest industry update.?

This Live Serie is inspired by Helene Parker Consulting:?

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Our signature done-with-you programmatic training solution. Perfect for multi-six-figure Brands and Agency Partners who want to scale their revenue offering Programmatic media as a service while maintaining their high-touch, high-quality business model.

?? Head over to heleneparker.com for more deets!?