Programmatic Pioneers Summit EU 2021 Blog
Since the mid-1990s, advertisers have been using the third-party cookie as a means of establishing and tracking consumer behaviour across a range of activities on the internet. In digital terms, the technique is therefore very mature - and arguably old enough to be phased out, in favour of something newer and better.
In line with recent decisions by browser manufacturers Apple and Mozilla to phase out support for third-party cookies in Safari and Firefox, their market leading competitor Google is doing the same with Chrome - and the advertising industry isn’t happy about it .
As the programmatic sector gains in maturity, players on both the buy-side and sell-side are making strategic shifts of their own, to keep pace with changes in customer behaviour, legal frameworks, and technological capabilities. One of the changes that many organisations are contemplating is whether or not to bring the control and implementation of their programmatic marketing completely in-house. While such a move can bring benefits, as we shall see, this is a step that can’t be taken lightly.
The success or otherwise of digital and programmatic advertising relies on the effective gathering, governance, and analysis of huge amounts of information. Dedicated software is ideal for this, and in programmatic circles the main contenders are the data management platform (DMP) and the customer data platform (CDP).
Marketers have been talking about it for some time now, however, this year, the cookie will finally be taking its last breath. The news comes in the wake of Google’s recent decision to ban cookies on its browser, along with a slew of other new regulations such as GDPR and anti-privacy sentiments dominating the internet. The death of the cookie is bound to shake programmatic and to force marketers to find more viable alternatives to harvesting data.
Another major innovation came when Google announced it was going to be using its platform, DoubleClick Bid Manager, to begin offering programmatic ads which can be placed on various audio platforms, including Spotify, SoundCloud, TuneIn, Pandora, and Google Play Music.
There are strengths and weaknesses inherent with in-house and agency programmatic buying and want a way to leverage the advantages of each while avoiding the pitfalls
Media buyers are now moving the majority of their programmatic spend away from audience targeting in favour of contextual targeting strategies or direct deals with publishers.
One of the most promising uses for blockchain technology in the programmatic advertising space is as a way of combatting the rise of bots. The bots in question are designed to commit ad fraud.
Those agencies which can offer disclosed contracts and prove they have nothing to hide are likely to see more success in the coming years when compared to those who remain nontransparent.
"View Fraud" Costing Advertisers Billions: How Top Advertisers are Cutting Wasted Spend [Survey Results]
We asked 100 Heads of Online and Digital Marketing from some of the top advertisers how they’re developing strategies to cope with challenges around viewability and transparency.
We asked 100 Heads of Online and Digital Marketing from some of the top advertisers what challenges they’re facing, and how they’re developing their strategies to cope.