Marketers aren’t breaking the third-party cookie habit

In addition to the growing interest in premium programmatic advertising

In today’s newsletter, Ryan Phelan undergoes the transformation marketers have gone through with rapid responses to roadblocks and economic and public health crises. Many companies have significantly reduced or changed their budgets without notice.

One of the proposals is for marketers to return to the marketing plan by March 2020. The theory is that now that the world is opening up again, it should give time to give up ‘crisis planning’. What were our long-term goals? And has 2020 changed you?

As you will see below, marketers are still “strong” or “moderate” depending on third-party cookies. This can encourage publishers to open more premium shares for programmatic exchanges.

One thing is certain: this period of change is not over yet. It is very important to record the experiences we have during this transformation. If we look back on your plan in March 2020

80% of marketers are still ‘strong’ or ‘moderate’ dependent on third-party cookies

As more brands implement identity solution strategies and technologies, their success remains important. Customer data is distributed throughout the business and usually in silos that prevent marketers from building and maintaining relationships.

A consumer may appear with different IDs when looking for something on a device (eg a desktop cookie or login name), calling someone else (eg a cell phone), and then buying loyalty or store credit (eg username, card). these IDs may be in a different section, with different collection and correspondence requirements.

Marketers are also losing access to certain types of data, including cookies and third-party websites, as Google and app developers provide more tools to protect consumer privacy. Only 11% of Android users and 10% of iOS users agree to share location data with apps, a survey of 744 million Airship mobile users recorded in mid-2020. This is a very small percentage. Although unique and clean-up configurations have faster messages during the pandemic.

Data loss in this way is a minor blow. A survey of 259 marketers from Phronesis Partners on behalf of Epsilon found that 80% said they were “highly” or “moderately” dependent on third-party cookies, while less than half of respondents (46%) were “highly prepared”. for the following changes.

Because we care. This indicates that marketing and advertising are still functioning as if third-party cookies were not actually disappearing. In a way, it reminds us of the GDPR. This thing is going to happen.

Normal but different

“Normal” can return even if it is “new normal”. But don’t forget what you learned in 2020. This is the message from Ryan Phelan, head of digital marketing, in his latest article on strategic planning.

Phelan offers this advice:

1. Start processing what happened;

2. Restore the plan you threw away in March 2020;

3. Watch the news (we’re not done yet); It is

4. Look for ways to streamline the manufacturing process.

In 2020 you learned how to make processes lean and fast, even if several steps were skipped. There are valuable lessons there.

“Today, our customers know what we’re doing to protect everyone from infection because we explained it at the bottom of our email last year,” said Phelan. “Consumer confidence is on the rise today. The Coresight survey documents the growing willingness of customers to return to shops, restaurants, travel, and meetings in large public spaces. But we need to maintain growing confidence with renewed concerns about vaccination. COVID – 19 and” a sudden increase in new infections.

Publishers are looking for ‘premium’ programmatic transactions

In an effort to survive a bleak future, publishers may be looking for more important programmatic offerings and inventory.

In fact, many publishers want to automatically bid on the scale of public auctions, combined with the measurement and control that advertisers can provide through direct sales. . Tech and CoLab Media Consulting. The study also suggests that demand for these “premium” programmatic sales will increase as the industry moves away from third-party cookies.

Most of the 95 publishers surveyed said they would spend more on guaranteed programs, PMPs (private markets), and the preferred industry. All three types are identified by FatTail in the premium programmatic segment. The survey found that 18% of publishers think the volume of indirect shares sold by RTB (real-time bidding) and/or public auctions will decline next year. Other findings include:

Shares sold directly represent on average 39% of publishers’ revenues, while programmatic (digital) accounts for 28% of total sales;

• 66% of the respondents expect the growth of programmatic insurance to grow;

• 60% of publishers expect an increase in preferred offers and PMPs; is

• 585 publishers said advertiser demand would drive these changes to more “premium” programmatic offerings.

Because we care. Automatic residual purchases have always been a useful application for programmatic sales. As the adtech ecosystem ages, the technology can also be used to increase the value of more programmatically purchased premium inventory. For publishers, more general opportunities provide the opportunity to sell more of these premium shares through programmatic exchanges.

Quote of the day

One day B2B will wake up and understand that you need to connect with your brand and your company. Measure the pipeline and revenue throughout the day, but the customer experience matters. Karen Steele, Marketing Consultant, Founder of Alloy

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