Google Shelves its Plans to Remove Third-Party Cookies | Experts Speak
After years of investing in the plan to deprecate its third-party cookies from Google’s Chrome browser, Google has now abandoned its turbulent efforts. The decision comes after multiple delays, setbacks, and pushbacks from industry regulators and stakeholders since 2020. Although the decision comes as a blessing in disguise for advertisers, the decision indicates how dependent businesses are on advertising income. As such, the concern surrounding user privacy, ad targeting and tracking tools still looms.
Google however, has come up with a solution to replace it with a new experience that will allow users to make informed decisions about their web browsing habits. Google has been preparing for the prospect of a cookie-less future, a large number of advertisers have been ill-prepared to accept the substantial adjustment, even after several delays and pushback on its deadlines. However, now this decision seems to have put the idea of a cookie-less future on an indefinite hiatus.
Google had been on the path to jump the bandwagon, since competitors Mozilla Firefox and Apple’s Safari browsers had already banned third-party cookies. But, considering Google’s dominant position in the digital advertising market, this process has not been an easy feat for the tech giant. Adtech Today reach out to a industry experts, to understand their views on Google’s sudden decision to shelve the third-party cookie deprecation. While some did not find the decision to be very shocking, they were quick to accept it and implement ahead with the same.
Resonating with this thought, Chris Higgins, Vice President & Head of Growth Marketing, Clevertap said,
“While the announcement is being called ‘shocking’, it’s not that much of a surprise. Google has already delayed the phase out 3 times since 2020. Despite the time that has gone by, there is no finalised replacement, and Google is facing anti-trust concens in the UK over the move. At this stage, it makes sense to stop postponing the dates and drop it for now. Google can always circle back in the future to try again, without the pressure of sliding deadlines.”
Yogin Vora, Digital Consultant, readily accepted Google’s decision to not go ahead with its plans of removing the cookies. He said,
“It’s a good move by Google, as large ecosystem of advertisers and other partners are depending on this cookies. They had to change entire ecosystem of digital for advertisers, publishers & regulatory bodies, which was a tedious task. The next change will be given in hands of consumers/users to opt in for their choice of needs & wants across web browsing. Consumer will be king again!
In last 4 years it was good awareness for brand/marketers on Martech and developing their own first party data internally. Post this cancellation it will be BAU for all. “
Vinay Tamboli, CEO – Data & Insights, LS Digital, said,
“It is possible that Google may revisit and reintroduce the idea of removing third-party cookies in the future. The digital advertising landscape is constantly evolving, and regulatory pressures, technological advancements, and changing user expectations will continue to shape Google’s strategies. LS Digital is committed to remaining flexible and proactive, ensuring our clients are well-prepared for any future changes by continuously monitoring industry trends and developments.”
Kapil Sharma, Lead of Restaurant Audit, Americana Restaurants explained the decision stating,
“There are few reason why Google announced today that they would not depreciate 3P cookies in Chrome:
1) Advt industry has been lobbying against getting rid of 3P cookies as it would severely dent their business model (see Apple and FB)
2) It’s really complex to develop an alternate system which respects user privacy and works best for business
However it would be interesting to see how Google plays a balancing act on this as while it’s important to respect user privacy but in the same breath not to make the web an “unviable platform for business”.
Tejas Chaudhari, Lead, Performance Marketing – Digital Commerce, Unilever echoed advertiser sentiments.
“For the past few years, a lot has been written on this and the continued delay in deprecation echoed the sentiments of advertisers. There is a general lack of clarity of how cookieless advertising will be tackled. While a lot of solutions were tabled, advertisers were not confident on their efficacy in practical scenarios. That said, a need to move to digital privacy cannot be overlooked. All it needs a better and acceptable solution for marketers.”
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Google Abandons Its Turbulent Efforts to Remove Third Party Cookies
Tech behemoth Google is abandoning its turbulent, years-long attempt to remove third-party cookies from Chrome and replacing it with a new experience that enables users to make an informed decision that applies to all of their web browsing, following several delays in phasing out its use across its own browsers. The massive search engine says it will continue to support third-party cookies for users who choose not to disable them. However, Google intends to implement a new solution: a one-time prompt that allows users to set preferences that will apply across Google browsing experiences—in order to improve user privacy while maintaining the effectiveness of advertising.
Google to keep third party cookies; introduces reformed approach
This “updated approach” is the result of advertisers’ persistent concerns that their capacity to gather data for customized ads will be impacted by Chrome’s phaseout of cookies, forcing them to rely on Google’s user database. A “new experience in Chrome” is being introduced, which will enable users to make decisions about their web browsing that are well-informed and flexible. A new prompt from Google will allow users to select how they wish to be tracked when using its search products.
Read More: Google’s Third-Party Cookies Deprecation Rolls Out Today
Google and its deprecation plans since
Third-party cookies are tiny data files that are used to collect information and display highly targeted advertisements. They typically track an individual user’s online activity without the user’s consent. To protect user privacy, they have been removed from several browsers, such as Mozilla Firefox and Safari. It is important to remember that Google had previously declared that it would postpone the phase-out of third-party cookies until 2025, with the initial phase-out scheduled to begin in 2022. At the time, a number of prominent figures in the industry said that the advertising landscape ought to keep adapting to new developments and experimenting with new platforms that promote the use of first-party and zero data.
According to the UK Competition and Markets Authority, Google’s plan to phase out cookies would have a significant negative impact on competition in the digital advertising space. According to Anthony Chavez, vice president of Privacy Sandbox, which is supported by Google, preliminary testing by ad tech firms, including Google, suggests that the Privacy Sandbox APIs may promote the uptake of privacy-enhancing technologies.
However, Google has decided to maintain the APIs in the Sandbox and will keep investing in them to increase their usefulness and privacy. The Sandbox will get more privacy features, such as the recently revealed IP Protection in Chrome’s Incognito mode.
Read More: Google Delays Third-Party Cookies Phase-Out Yet Again!
What does this mean for advertisers and marketers?
Google’s decision to maintain third-party cookies is indicative of how dependent the business is on advertising income. Experts surmise that this might actually be a blessing in disguise, particularly if Chrome users choose to reject third-party cookies as a result of Google’s plan. The APIs in the Sandbox may be able to target users without cookies if a significant number of them decide that cookies are not for them. Although it’s still unclear if consumers will have more options, it’s safe to say that many advertisers were relieved to hear this news. A large number of them were ill-prepared to accept the substantial adjustments needed to operate digital campaigns without cookies.
Still, it is imperative that marketers look into ways to lessen their dependency on cookies and get ready for the future. More than ever, marketers must be open and detailed about the data they gather and use. They also need to learn how to explain to customers that the value lies not only in free samples or content but also in more personalized services, products, and content that improve customer experiences.
Marketers breath a sigh of relief
More than 90% of the search market is controlled by Google. It has, however, long yearned to strike a compromise between user privacy and advertising demands. In January 2020, Chrome pledged to phase out the technology in two years. However, Google extended its timeline upon realizing that the advertising industry was not ready for the change. The tech giant has since twice extended its deadline, the most recent one being in April of this year. A few months prior, during the testing phase, Google disabled third-party cookies for one percent of Chrome users worldwide.
Google has canceled its plans to phase out third-party cookies, but not before scaring many marketers into focusing on taking control of their own first-party data and considering full-funnel tracking and dismantling internal silos. With this change, markers can now produce more tailored and pertinent content to increase traffic and make efficient use of their first-party cookies for attribution and remarketing.
From the standpoint of the customer, this change is essential. Users expect brands to prioritize their privacy while maintaining the quality of their ads as they grow more aware of data privacy. Contextual advertising also lives up to these expectations, offering a smooth and unobtrusive experience.
Read More: Google Plans to Phase-Out Chrome Third Party Cookies On January 4, 2024
Google’s Privacy Sandbox’s terms may violate privacy terms
After carefully weighing the opinions of many stakeholders, including publishers, web developers, standards organizations, civil society, the advertising industry, and regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Officer (ICO), the decision was made to implement a new user “experience” rather than sunset third-party cookies.
In addition to the regulators’ concerns, Google has been under increasing pressure from the publishing and advertising sectors. The Privacy Sandbox’s effect on campaign performance and advertising effectiveness is one of the industry’s main worries. In addition to raising antitrust issues, new research suggests that Google’s Privacy Sandbox terms might be unlawful in terms of privacy.
Here’s what they said
Anthony Chavez, vice-president of Privacy Sandbox, in a blog post said,
“We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
He further added,
“As this moves forward, it remains important for developers to have privacy-preserving alternatives. We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”
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bein Media Group Selects Synamedia Iris for Targeted TV Advertising Offering
beIN Media Group, a global sports and entertainment broadcaster, has chosen Synamedia Iris to launch a new and unique broadcast advertising offering in the Middle East and North Africa (MENA) region. beIN can now create fresh, targeted advertising inventory for every nation thanks to the new addressable advertising platform. Initially, the service will be accessible in Iraq, Lebanon, Morocco, Saudi Arabia, the United Arab Emirates, and additional markets later this year.
beIN media to launch targeted broadcast advertising offering
beIN plans to extend the use of Synamedia Iris to its streaming services, making it easier for marketers to manage cohesive campaigns on digital and broadcast media. In 2025, the application is expected to expand to include streaming services. beIN will be the first broadcaster in the area to use Synamedia Iris to provide local and international brands with the opportunity to market their goods and services to targeted local audiences while also allowing global brands to advertise their entertainment lineup and goods, thus maximizing the return on their advertising investment. beIN will use Synamedia Iris to extend its advertising offerings to target campaigns to specific countries and subsequently to targeted demographics and households, as opposed to distributing the same advertisements across all 24 MENA countries.
Read More: Flipkart Unveils Flipkart IRIS, its Insights Platform for Brands
Synamedia Iris
Synamedia Iris, available as Software-as-a-Service (SaaS), provides a unified platform for controlling, distributing, and evaluating advertising consistently across all platforms, services, and screens. The platform ensures that other connected TV advertising solutions do not exclude satellite set-top boxes (STBs) without internet access by enabling advanced advertising across the entire beIN subscriber base.
With Synamedia Iris, media buyers and advertisers have total control over their campaigns on all screens and viewing formats. They can instantly optimize campaign performance by changing campaign parameters to better achieve business objectives thanks to its cloud-based infrastructure, all based on reliable measurement.
Read More: The Coca-Cola Company Unveils Coca-Cola Lens, Its Proprietary Consumer Insights Platform
Here’s what they said
Bahadir Karalar, Director of Sales and Services at beIN, commented,
“We chose to partner with Synamedia because its addressable advertising solution is proven to deliver uplifts in ad revenues elsewhere in the world. With best-in-class advertising technology and our unrivalled premium sports and entertainment content, we are confident that we have a compelling proposition that will attract both global brands and home-grown organisations to invest in this new form of targeted advertising which delivers the highest and most effective viewership.”
Guy Southam, Director of Advanced Advertising at Synamedia said,
“With beIN becoming the latest major broadcaster to deploy Synamedia Iris, it’s time to change the mindset that advertising on TV in MENA is too broad to drive effective outcomes for local businesses. Using Iris, beIN can now offer a renewed proposition to new and existing advertisers, positioning global and local brands alongside the world’s greatest sporting moments.”
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Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
Read More: PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
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Understanding Contextual Advertising: Beyond Content to the Environment
Contextual advertising, a dynamic approach to targeted marketing, goes beyond the confines of content alone, encompassing the entirety of a user’s environment. More than just tailoring ads to the content of the web pages, apps, and TV programs being consumed, contextual advertising recognizes that the context extends to every facet of the user’s surroundings and life situation. In this comprehensive perspective, the environment becomes a crucial factor influencing the efficiency of ads.
Contextual advertising, not just confined to words
In this multifaceted understanding, context is not confined to the words on a webpage or the imagery in a video. It includes the user’s geolocation, the device they are using, the time of day, the weather, the date to determine the potential financial situation and much more. Important to mention that these signals are not supposed to be stored, but rather help determine the precise context in real time. Such approach ensures privacy-first approach to targeted advertising, where the available data points describing a consumer’s environment are used to tailor the right ad, but not for creating user profiles to follow them online. The holistic approach of contextual advertising acknowledges that the ad efficiency and ability to drive outcomes is intricately tied to the broader context in which it is presented.
By considering the environment surrounding the user, advertisers can craft messages that resonate more deeply and intuitively. For instance, a sports site may display ads for football boots when the sun is shining or suggest shoes for indoor football when rain is forecasted when a consumer is in the proximity of a sports outlet in both cases. In this way, contextual advertising becomes a nuanced dance between the content being consumed and the real-world circumstances of the individual.
Contextual advertising beyond limitations
Moreover, contextual advertising’s expansive perception of context mitigates the limitations posed by privacy concerns. Rather than relying on individual user data, which raises privacy-related issues and is becoming more scarce with the deprecation of third-party cookies across all browsers, advertisers can leverage the broader context to deliver relevant and targeted ads. This approach aligns with the evolving expectations of consumers, who are increasingly conscious of their privacy in the digital realm.
In essence, contextual advertising transcends the conventional understanding of context, recognizing that the environment in which an ad is presented is as vital as the content itself. This holistic approach empowers advertisers to create a more seamless and personalized user experience by tapping into the richness of the user’s surroundings. As the advertising landscape continues to evolve, and the targeting paradigm shifts from 1:1 to 1-to-many, this nuanced understanding of context promises to be a cornerstone in navigating the future of targeted marketing.
This article is written by Alexei Moltchan, Director of Product Management, Strategy and Partnerships.
Alexei Moltchan
Director of Product Management, Strategy, Partnerships, and Innovations | Adtech | MarTech | Data
Alexei is a seasoned professional and business leader with a background in sales and marketing, with 10+ years in product management,8+ years in AdTech, and 4+ years leading product, UX, and partnerships business development teams.
Alexei loves building great products and bringing them to market. He firmly believes the cornerstone for product management starts with identifying a market opportunity, understanding the problem the product is intended to solve, and assessing the value the product
Expedia and Netflix Collaborate for First-of-its-kind Global Advertising Campaign
Expedia and Netflix have collaborated on a one-of-a-kind advertising campaign. It is intended for Netflix’s global monthly active users (MAUs) on the ad-supported tier. The goal of the campaign is to seamlessly integrate contextually appropriate ads into the Netflix viewing experience, improving the platform for users and providing partners with a global advertising platform. Furthermore, through this partnership, Netflix will be able to provide marketers and members with better multi-country advertising options while also supporting Expedia Group’s efforts to expand globally.
First-of-its-kind global advertising campaign
For 2024, Expedia will be the first worldwide advertising partner of Netflix to launch a multimarket campaign on the streamer’s ad-supported plan. The collaboration serves as evidence of why companies are placing their bets on Netflix’s emerging ad-supported tier. It offers global reach and the ability to engage specific audiences where they are watching TV when linear TV usage declines. A range of advertisements tailored to language and culture in the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia, Japan, and Brazil will be displayed on the travel booking website. In the United Kingdom and Brazil, Expedia will also serve as an Alpha measurement partner.
Read More: Netflix May Monetize Its Games Platform with In-App Purchases and Ads
Tailored advertising
With campaigns targeted at the more than 23 million global monthly active users of the streamer’s ad-supported tier, Netflix and Expedia are showing their international strength. Netflix will start running localized creative in the respective markets this month as part of the partnership. The content was created by an internal creative team and is part of Expedia’s “Made to Travel” brand platform. Expedia will use the agreement to run a range of nationalized advertisements, including 15-, 30-, and 60-second spots.
The first execution will debut on Netflix in Japan with the 60-second anthem spot “Two Step.” It was directed by Hiro Murai (“Atlanta,” “The Bear”). In the commercial, a group of friends from Japan travel to the United States to follow their love of line dancing.
Netflix to remain the hub for the campaign
In each of the markets, advertisements will also be displayed on platforms other than Netflix. However, the streamer will serve as a hub for the entire campaign. Advertisers have been eager to capitalize on Netflix’s global reach, which sets it apart from other leading streaming services. Since its ad-supported tier’s launch just over a year ago, the streamer claims 23 million users worldwide have used it. U.S. ad subscribers, however, make up a very small portion of that total.
Here’s what they said
Amy Reinhard, President of Advertising at Netflix said,
This first of its kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.
Jon Gieselman, president of the Expedia Group added,
As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning.
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Amazon and Reach Partner for Targeted Ads Ahead of Third-Party Cookie Phase-Out
Amazon has signed a historic contract with Reach, the UK’s largest publisher, to access customer data for targeted advertising. The collaboration occurs as the media landscape struggles to respond to Google’s move to remove tracking cookies from its browser. Reach will share “contextual” first-party data with Amazon under the terms of the agreement, including details about the articles users are viewing. Amazon will then make use of this information to improve targeted ads on the websites of U.K. publishers, giving advertisers more effective and relevant advertising options.
The agreement benefits in ad data for targeted ads
The agreement is a reaction to Google’s plans to phase out third-party cookies later this year. It is among the first of its kind in Europe. Google plans to turn off all third-party cookies by the end of the year, matching Apple’s similar action to prohibit them in Safari. Its goal is to compensate for the disappearance of cookies, which monitor users’ online activities and gather data about them to better target advertisements. However, the agreement’s financial details were kept secret. Reach announced that it would collaborate with Amazon to share first-party data that is “contextual,” such as what articles users are viewing, with the American tech company utilizing the data to offer more specialized advertising on the U.K. publisher’s sites.
Beyond third-party cookies for targeted ads
This deal inspires other ways to reach high-value consumers online as advertisers look beyond third-party cookies for targeted advertising. To make sure that advertisements appear next to content that users are interested in, Reach intends to make use of Mantis. It is a brand safety and contextual advertising tool for publishers. By working together, Amazon can more effectively target audiences with relevant advertising in Reach’s magazines, including the Mirror, Daily Star, and OK! Magazine.
Read More: Amazon Prime Video Estimated to Generate $1B From Ad-Supported Tier in Debut Year
U.K.’s CMA raises safety concerns
While Reach and Amazon were announcing their partnership, the U.K. Competition and Market Authority (CMA) sent out a statement stating Google cannot move forward with third-party deprecation. The CMA raised issues that might cause Google’s third-party cookies phase-out to be delayed. In its most recent report on Google’s Privacy Sandbox, the tech giant was found to have complied with commitments. However, there are still several issues that need to be resolved before third-party cookies are removed from Chrome. If Google doesn’t take further action to address the concerns expressed about the proposed changes to the Privacy Sandbox, it won’t be able to remove third-party cookies from Chrome in the second half of 2024, as it is currently scheduled, at least not in the U.K.
Demands laid out by CMA
Before the removal of third-party cookies, the CMA laid out several demands for Google. However, the regulator stated that this does not preclude Google from moving forward with its plans. In a report outlining its ongoing concerns about Google’s Privacy Sandbox:
- The CMA states that Google might keep profiting from user activity data while preventing rivals from accessing the same information.
- Google’s ad tech services may benefit from its ability to manage which of its competitors’ ad tech companies are listed here.
- It is possible that publishers and advertisers won’t be as good at spotting fraud.
The CMA is collaborating with Google to find solutions to these problems. By the end of April, it will provide an update on each engine’s development in its upcoming quarterly report.
Accessing customer data for targeted ads
Other media companies are also considering deals involving customer data. A growing number of publishers are experimenting with paywalls and registration pages. However, it requires users to provide first-party information, like email addresses and login credentials. Reach is already working to collect additional reader data of this kind.
Read More: Google’s Third-Party Cookies Deprecation Rolls Out Today
DTH Platform Tata Play Announces Addressable Ads for Linear TV
Tata Play, a direct-to-home (DTH) provider, has announced that addressable television ads will be available soon. With the help of addressable TV advertising technology, advertisers may segment TV audiences into distinct groups and show different advertisements to distinct households—even when they are watching the same show. The action is a direct result of newly acquired additional satellite capacity and is the first of its kind in India. Addressable ads have essentially made it possible to achieve media planning on television that is similar to digital. Brands can use audience profiles and geographical filters to more precisely target their linear TV advertisements.
Addressable Ads and Linear TV
With this, media planning on television can now be accomplished digitally. Addressable TV advertisements combine digital media and linear TV. For top-of-funnel delivery, it is necessary. Advertisers can benefit from increased ROI with Tata Play’s Addressable Ads thanks to features like targeting and buying impressions. Now that they have the means, broadcast partners can provide brands with a more relevant, lucrative, and efficient inventory.
Tata Play Collaboration with Invidi and TAM
With this ground-breaking innovation, marketers can now reach their intended audience with total measurability—a first for disconnected boxes. Television advertising will be more interesting and successful thanks to segmentation, which will be based on audience profiles and different geographical cuts. For this project, Tata Play has teamed up with TAM and Invidi. Invidi is the addressable ad technology and campaign management partner while TAM will enable audience measurement and monitoring.
Here’s what they said
Harit Nagpal, chief executive and managing director, of Tata Play, said,
While television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams, each carrying messages to distinctive audience cohorts, as required by the advertisers.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
VideoAmp Introduces Commingled ID Solutions for Cookie-less Future
VideoAmp has introduced its proprietary commingled identity (ID) solution. It combines top-notch identity assets from several providers into a single graph. It gives content creators and advertisers more confidence that their targeted demographics and advanced audiences are being reached across all platforms. The solution, which is currently available to users of VideoAmp measurement software, is made to maximize accuracy and scalability in reaching sophisticated audiences and targeted demographics across platforms.
VideoAmp’s Commingled ID Solutions
VideoAmp uses clean room technology to safely consume high-quality identifiers like hashed emails, signed-in users, IP addresses, and device IDs in a way that never exposes customers’ personal identifiers to VideoAmp, its partners, or clients. This is VideoAmp’s solution to a future without cookies while maintaining user privacy. With the help of first-party data, VideoAmp’s ID graph supports advanced targeting and gives clients a complete platform-wide solution for connecting and interacting with their most valuable audiences. In comparison to a solution from a single provider alone, it also demonstrates average measurement match rate increases of 79% for pixels and 60% for clean rooms. Although VideoAmp is not the first tech company working with advanced currencies to offer a commingled ID graph, it is purportedly the first measurement company to do so.
Google’s ban on third-party cookies
Google’s impending permanent ban on ID cookies will occur after the majority of the marketing ecosystem has moved on. Ultimately, advertisers have been compelled by necessity to come up with alternate methods for locating (and monitoring) customers who are most likely to purchase their goods or services. A more recent option in the video space comes from the measurement company VideoAmp. Its cleanroom technology now allows different ID sets to be commingled.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Core Benefits
VideoAmp’s commingled ID solution offers the following main advantages:
Enhanced precision and scale
When compared to a solution based solely on one provider, VideoAmp’s proprietary fusion of identity assets heightens both accuracy and scale. Furthermore, it demonstrates average measurement match rate increases of 79% on pixels and 60% for clean rooms.
Unified Audience View
Throughout the journey, VideoAmp’s ID Graph will serve as a single, reliable source of information. It will deliver a consistent image of audiences.
Future-Proof Design
VideoAmp’s ID Graph supports high-quality identifiers through its data clean room, and it is designed with privacy in mind.
Universal Interoperability
With universal interoperability, major identity providers are designed to work with it.
Commingled ID for data assets
The measurement ethos of VideoAmp is to commingle data assets. It will provide higher levels of precision, efficiency, and accuracy than could be possible from separate data sources. One of the first companies to integrate big data was VideoAmp. It developed and refined the process of fusing Set-Top-Box and Smart TV. This resulted in one of the most extensive and reliable datasets available today. The company has experienced tremendous momentum in its adoption as a media currency among publishers and advertisers. This is because VideoAmp’s measurement solutions are accurate and are now supported by the best identity solution in the industry.
Here’s what they said
Megan Pagliuca, Omnicom Media Group North America’s Chief Activation Officer said,
The capability to directly match our census-level Omni ID with VideoAmp’s new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences. OMG’s clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers.
VideoAmp’s Chief Technology Officer, Tony Fagan stated,
Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn’t find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers’ intended audiences, so they can deliver better ROI.
Read More: Dentsu Pioneers Audience Acquisition with VideoAmp Partnership
The Role of AI in Personalized Advertising
Photo by Mohamed Nohassi on Unsplash
Brands utilize customer data to target behavior, interests, and more to strategize their advertising efforts effectively. Creativity and customizing advertising efforts to cater to your audience is a tried-and-true method to attract prospects, and personalization helps foster the connections to convert them into loyal customers.
One of the biggest challenges businesses face is combining the creativity and analysis of data to work together. But further advances in digital security are putting a stop to behavioral targeting. Artificial intelligence is making great strides in scaling both strategy and creativity to help expand businesses to reach wider audiences.
Narrowing down on your target customer as much as possible is the best way to predict habits and cater more personally toward them with your advertising. Here’s a look into the role of AI when it comes to personalized advertising.
Why Utilize Artificial Intelligence in Your Business?
There are advantages for your business to begin using AI in marketing. One of AI’s most significant and helpful jobs is processing and analyzing large and complex amounts of data quickly.
Image credit- Business Broadway
Customer Analysis
With data analysis, algorithms can make predictions by identifying customer interests, needs, and behavior patterns. Your advertising can develop a more personalized experience for each client with this information. With personalized messaging and targeted campaigns, social media platforms can display exceptional product recommendations.
Optimization
AI also helps optimize your advertising in real time; the analysis of data allows your marketing teams to make adjustments more immediately, improving their impact. If you can see that the campaign or advertising efforts aren’t working well, your business will see this with AI and be able to fix it quickly.
Image credit- Slide Team
Automation
Another excellent benefit that AI brings to your marketing is automation. Tools and resources with technological advances provide marketing teams the power to create personalized experiences for their customers, individually and simultaneously. The best part is your teams don’t have to do anything; just set the parameters, and AI can take over, even in areas like push notifications where timely and relevant communication can be automated to enhance customer engagement and retention.
Customer Loyalty
One of the other essential aspects of your business is to establish trust for customers to return and increase retention. With AI, the possibilities are endless to improve efficiency and increase buyer satisfaction, which nurtures that connection and ensures a return. AI continuously improves, ensuring you’ll have even more ways to create individual relationships.
How Artificial Intelligence Works
One of the primary functions that AI can do is its analysis of customer behavior and collecting this information to implement a more personalized experience. AI looks at multiple aspects of the customer experience, including the following:
- Purchase history
- Demographics
- Websites visited
- Search behavior
- Social media activity
AI works to identify patterns and trends in customer activity. It can pull data from various sources, including Google Ads Data Manager, to create a detailed profile of prospective buyers. The demographic information allows your business to pinpoint the desired gender, age, location, and interests to give your business a more targeted experience for those customers.
The predictive ability of AI is also quite remarkable. It looks at prior activity and information to make accurate predictions about what products or services peak interest and if a customer is more likely to buy. It also provides forecasts on the social media channels that are more likely to be utilized.
Your advertising efforts can be more customized to fit your client’s needs based on the patterns and behavior that AI shows. It can help to utilize some outside media services or expert marketing agencies who know the ins and outs of AI for your business. Tailoring your promotions and campaigns to suit customer preferences with convenient tools, including cookieless advertising, can drive sales and profitability in record time.
Examples of Artificial Intelligence in Advertising
Numerous examples of businesses that use AI for more personalized advertising are visible today. Some successful marketing campaigns have proven to improve customer experiences and increase engagement.
Product recommendations on Amazon is an AI algorithm that looks at customer behavior, product search, and purchase history to recommend products more relevant to a customer’s interests effectively and wants. It has resulted in a significant boost in sales to catapult the company as one of the largest e-commerce platforms in the world.
Sephora
Sephora has incorporated AI technology in the form of a “virtual try-on,” where customers can find a more tailored product in makeup products. Based on factors like skin tone, skin problems, or particular types have allowed clients to find a more satisfactory product and have improved the reputation of Sephora as a leading beauty retailer.
Netflix
Even the streaming video and TV show memberships we own implement AI to help you decide on the ever-looming question of “What to watch?” AI algorithms work to analyze viewing habits and make recommendations for what interests its watchers. It has helped to increase engagement and solidified Netflix’s stance as one of the most popular streaming platforms.
The Future of AI in Personalized Advertising
One of the biggest concerns with using AI for your business stems from privacy since it needs massive customer data to function. Prospective clients may be uncomfortable with providing more personal information.
However, the use of AI in marketing continues to grow and advance, so it’s necessary for your business to ensure that you use it responsibly. Be transparent to your customers and provide options for customers to opt out if necessary. Educating them about how you use your AI responsibly and ethically can also be beneficial.
As AI continues to evolve and grow, you can clearly expect to see more sophisticated and tailored advertising campaigns and new integrations that are effective at ad targeting and drawing in an audience. AI can be integrated into other technologies to create a more engaging experience. At the same time, your business can better understand its ideal customer and improve upon advertising and marketing efforts.
Data and creativity can be combined, creating a balance for businesses to identify and assist individual needs while collecting and securing customer data. These connections through a more personalized advertising experience work across an array of industries and can allow your business to develop and implement more effective advertising campaigns that generate a solid impact while building customer loyalty.
Ron Clark
Marketing | Digital | AI | Social Media | PR | Creative Writer
Ron Clark is an MBA graduate with a specialization in marketing, hailing from the vibrant city of New Orleans, Louisiana. With a keen interest in the ever-evolving field of digital marketing, Ron has dedicated his career to becoming an experienced specialist in social media and digital PR. He’s set his sights on AI, marketing, aiming to write articles that distill his expertise into valuable and informative pieces.
