The coming erosion of your digital revenue
Instead, the cookie apocalypse is more like a kind of progressive, though still fast-moving erosion of your ability to target, segment, test and measure.
Every day, every week, every month will bring new restrictions added on top of the old ones, increasingly affecting the work of marketers. One day, a Google browser will reduce the lifespan of third-party cookies. The next day, a network of sites will exclude banners using remarketing cookies. The following week, a mobile platform will prevent the collection and exploitation of IDFA (identifier for advertisers), which enables the identification of mobile users for digital marketing and measurement.
The lack of a clear boundary between before and after the cookie apocalypse gives the impression that there is no emergency. But like a kind of slow water torture, this drop-by-drop approach can only end in breaking marketers, despite their best intentions. The short-term perspective of looking at profit and revenue on a quarterly basis hides the long-term game being played. For example, when Safari prevents the collection of IDFA on mobile, this will only slightly influence results; but when Google blocks all third-party cookies from Criteo, the effect will be more significant. It’s a gradual, insidious phenomenon in which it’s easy to forget that what lies behind the erosion of campaign performance as seen in analytical tools is in fact the cookie apocalypse.
But the emergency is actually quite real, and marketers must start to adapt if they want to successfully confront the profound changes currently affecting the industry.
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The big networks and data brokers (walled gardens) such as Google, Facebook and Verizon will continue to protect their main asset, their users’ data, which they monetize hundreds of times a day.
Hidden by the cookie apocalypse and in the guise of also wanting to protect their users’ data, they will be able to take advantage of this trend to increase the opacity and non-comparability of their measurement tools. They will also be able to weaken some of their competitors who rely on third-party cookies, such as Criteo.
Like Beth Harmon in The Queen’s Gambit, every platform, publisher, browser and network will wait as long as possible before making their move. Every play has an impact on every other move. That’s why the next few months will be crucial. Advertisers will need to develop their own strategies to play their cards right, evaluating the effects of the moves that have been made and strengthening their actions to reduce their dependency on the third-party data sold by big networks.
Since the erosion of your campaign performance, revenue and influence is gradual, your strategies for dealing with it should be too. In other words, you need to start today to prepare for tomorrow. Small changes can be made progressively and regularly to protect your organization from the eventual problems that will arise from an overdependence on cookies.
Like the fable of the grasshopper and the ant, those who work hard to accumulate supplies in preparation for future challenges will be the best equipped to deal with this new era in marketing.
Without a shadow of a doubt, the cookie apocalypse will have a major effect on your digital marketing efforts. For this reason, Adviso has set up a committee of experts whose mission is to provide you with information on the subject as well as, obviously, concrete solutions to face these challenges effectively.
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