How two martech companies are taking on the cookieless world

Neustar operates within its own ecosystem, the Infutor through a partnership, but its perspectives have a lot in common.

In part one of this feature, we discussed how Chrome’s blocking of third-party cookies, which follows in the footsteps of Safari and Mozilla Firefox, can damage responsive media – the ability to target and distract users with relevant ads. . response to the intent of the surfing behavior.

The broad coalition of stakeholders, including advertisers, agencies, technology providers, and publishers, formed the Responsible Addressable Media Partnership to set standards that take into account the need to advertise to a specific audience and consumer privacy. Meanwhile, individual merchants are looking for ways to track identities in a cookie-free world.

The companies listed below represent two of the many suppliers facing this challenge. Neustar operates within its own ecosystem, the Infutor through a partnership, but its perspectives have a lot in common.

The fabric of lasting identity

Last week we reported the launch of Neustar’s Fabrick, a broad identity management and marketing platform that Neustar describes as a versatile alternative to relying on perishable identifiers, such as third-party cookies. We asked Devon DeBlasio, Director of Product Marketing, to share where Neustar is and where he is headed.

“We already have a federal ID card,” he said, “which uses deterministic and probable data, combines it, and evaluates the strength of the bond. We examine the strength of the bond to determine a quality score. While it’s deterministic, it’s important, but it can be misleading, he explained. Multiple family members may be using the same device, or one user may have access to another user’s Wi-Fi. There will probably be many, so it gives us a good overview of the correction [of the deterministic data] based on the time, day, and distance between commands.

This ID card information can be used to support how and when an advertiser communicates with a user and the type of message the user should send. The approach is clearly less accurate than the one based on observable online behavior. It’s not clear, it will never happen, Neustar’s role is to integrate all this information, explore the environment in which the advertising or experience is presented, and ensure that the environment is properly connected in a protected privacy environment.

This may seem like a great alternative to online tracking, but it certainly doesn’t mean that third-party cookies are lost. When third-party cookies disappear, the app ecosystem changes completely,  The more you remove many of these secret actors between a brand and a consumer, the better the experience and transparency will be. The number of people with broader goals will drop dramatically but will be replaced by better quality direct engagement with consumers who decide to participate. 

DeBlasio also expects a shift in ad spend. There will be a shift in the percentage of investments brands make in certain types of media, probably more in email, direct mail, call centers, even overseas and on TV, because you’re not addicted to perishable products here. . Products. . any exchange of value or any form of direct participatory experience.

The emphasis on primary data value increased last year, accelerated by regulations like AVG and CCPA. The loss of third-party cookies will only accelerate the trend.

We have greatly increased the importance of primary data over the past five years, Brands come to us with their competitive advantage and our goal is to enrich, maximize and improve the quality of their data; to manage and protect data but make it useful for business growth. It makes sense that DeBlasio goes to the consumer. Why should a brand spend its money on it?

Brands are still learning

The Consumer Identity and Data Solutions platform shares Neustar’s broad perspective, but it also illustrates the approach of increasing brand equity through partnership, in this case with CDP Amperity based on past data.

Infutor collects data from third parties but does not rely on cookies, as explained by Vice President Marketing Michelle Tilton. We have an internal ID that we collect from hundreds of different sources, but what we’re really concentrating on is putting together the first part: helping brands get the most out of their original data by putting it there.

The Infutor collects data publicly and with the consent of the consumer. We do not collect information without the knowledge of the consumer,” said Brian Burke, vice president of the product. Infutor does not sell data and is also not publicly accessible: it collects the first customer data from its customers or a partner such as Amperity and enriches it with data from third parties.

Burke recognizes the same tectonic shift that DeBlasio described. ‘We’re starting to see a change in the market. Organizations are beginning to see the light of day to invest and expand their data. We also see that organizations need to increasingly enrich, verify and maintain their datasets. From our point of view, this is the key to survival that will develop in the digital scenario, with [disappearance] of cookies and future restrictions that may occur.

Will we really see the end of monitoring? I think it’s going to be a big challenge, and if you look at the reasons that Apple specifically did and the CCPA, there’s a step beyond the transparency of cookies to get consumer consent. The consumer can do it. Use the. it will force organizations to build good relationships with their consumers. 

The impact of the upcoming changes may not yet be well recognized by brands, Tilton said. In a recent webinar, Infutor interviewed the public about the weakening of cookies. 42% of more than 200 visitors said they had not yet sent third-party cookies, and we have a combination of Martech service providers, vendors, and brands. Tilton also highlighted the growing importance of primary and participatory relationships between consumers and brands. Exacerbated by COVID, many consumers are withdrawing their spending, and brands have certainly seen the need to adapt more to their current customers.

The future without a kitchen

Sometimes it seems that these alternatives to cookies mean everything as usual. But it is not true. Users are so accustomed to personalized online experiences driven by their own behavior that they may not be prepared for a future without cookies. (One way to get an idea is to remain ‘anonymous’ and see irrelevant content and ads offered to anonymous visitors.)

 the MediaMath programming platform has acknowledged that this data does not belong to you, but it will be difficult to replace third-party cookies. In other words, if a user visits a website and does not identify himself, it is difficult to see how he can be identified or tracked down. Not from a behavioral perspective, in a purely anonymous context, He sees some tips for cohort monitoring, where people join the group and remain anonymous.

It does not interrupt the contextual advertising of the service. If an anonymous visitor consumes football content, recipes, or books, you can largely deduce which ads may be relevant to them. But there is nothing new about this. Seaway adds in Seaway ads: These are contextual ads. This is what is missing. If a user works as a technical buyer but also wants to read football information, IBM can no longer offer football ads.

The online experience will change. Our minds are trained to get what we want, If you start seeing articles on Facebook that do not mean much to you, you should respond by saying that something is wrong. If you find something else, it’s scary. Go, you will see much more.

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