The countdown to 2024 has begun, marking the end of third-party cookies – the cornerstone of audience targeting and retargeting. This transformative change will reshape the way advertisers target users online as 80% of customers are more inclined to purchase from a company that offers a customized experience.

In order to thrive in this evolving landscape, companies must advance their digital marketing strategies and addressable approaches through experimentation and continuous learning as well as cross-industry collaboration.

Given the challenges in shifting away from third-party data (more about the types of data here), publishers may be concerned about the following:

  • Limited audience targeting and retargeting
  • Limited campaign KPI measurement and attribution
  • Limited reach and scalability for campaigns
  • Limited frequency capping management

But, there’s no need for concern as there are a large array of post-cookie addressability solutions available to help you overcome any challenges you face.

Let’s Break Down the Solutions

First-Party Data Activation

First-party data is a foundation for understanding your customer base through their interactions with the brand across various touchpoints. These are pieces of information about the user that are collected and owned by the company across their online and offline sources. This consented data can be used for cookie-free targeting, attribution, measurement, and more.

Alternative IDs

Also known as Universal IDs or Shared IDs, they serve as the nearest alternative to third-party cookies as they provide a shared identity to the user across the supply chain without syncing cookies. They’re used to power cookieless audience targeting, retargeting, and frequency capping.

This permits publishers to keep providing advertisers with relevant ad inventory while respecting user privacy and staying compliant with growing data protection laws.

As of today, 36% of our global inventory supports at least one alternative ID.

Contextual Targeting

Represents the next step in serving relevant ads by examining webpage content – placing its focus on keywords, topics, and the overall theme of the page, rather than monitoring individual user actions.

In order to match advertiser needs, we are providing this solution to influence spend on publisher inventory thanks to the analysis of the true meaning of your content.

SDA Targeting and Cohort Targeting

Seller Defined Audiences (SDA), introduced by the IAB Tech Lab, is a standardized taxonomy based on 1,600+ segments – including purchase intent, interest, and demographics – providing documentation about how and when data was obtained. Thanks to SDA, publishers will be able to package their first-party data audiences into custom or standardized cohorts mapped to the IAB 1.1 Audience Taxonomy.

This will offer:

  • A new revenue stream by allowing additional media revenue from buyer targeting on inventory
  • Scale to 100% of users thanks to cross-publisher SDA
  • A privacy-safe option for maintaining full control of publisher data
  • Hands-on activation by eliminating 1:1 negotiation between each publisher and advertiser

Performance Targeting

As for the latest addressability solution, performance targeting represents different types of targeting, such as viewability (whether an ad is in a viewable position on a user’s screen), video completion (targets users who are more likely to watch the entire video), or even attention targeting (focuses on identifying users who are actively paying attention to their screens).

As this type of targeting will grow with the end of third-party cookies, publishers will have to closely follow these KPIs for their websites if they want to maintain high CPMs.

Stay Ahead of the Curve

Watch our webinar below for more details and reach out to our team to discuss how we can help you stay ahead of the curve.