Just yesterday while I was writing this, my son interrupted me with a query regarding “college admission’ …. Right before I got back to writing, I opened Youtube to see a ‘video ad’ regarding college admission criteria! …
Yes, I too said ‘Ad targeting is getting ridiculously personal’! Thank you, Cookies!
Yes, ad targeting primarily relies on cookies that are placed inside browsers. So, what does a world without Ad targeting cookies look like?
To answer that question, first, let’s examine what marketers do with cookies.
With cookies, marketers and advertisers can target consumers across platforms and ultimately drive site traffic that ultimately drives revenue.
Cookies have numerous varieties. Targeting and advertising cookies are ones that specifically target ads to users. They are designed to gather information from the user and display adverts according to their relevant interests. Information acquired from these cookies is also shared with other advertisers to analyze ad performances, target better, boost traffic and eventually improve sales.
Additionally, these cookies enable the creation of consumer profiles from website visitors. They conduct analytical studies on the performance of various adverts on the many websites that the user visits using the obtained data.
Advertising cookies are generally persistent third-party cookies. Persistent cookies keep track of and follow consumers across multiple websites. As customers have discovered, once they conduct an internet search, they immediately begin receiving advertisements relevant to their searches on various other social networking platforms. This is the function of advertising cookies in action.
What does a Cookieless world mean for advertisers?
Cookies in browsers are being phased out. That means advertisers will be unable to track, target, or offer relevant or borderline ‘intrusive’ advertisements. Without sufficient targeting points, it is incredibly difficult to offer Ads. …. It is similar to throwing at a target, except that you are blinded.
Advertisers are considering a variety of tactics to address the issue of a cookiless world.
The first stage is to begin collecting first-party data directly from consented users. To accomplish this, marketers can engage the consumer in a “value-based” exchange. In exchange for user data, value-based exchanges can provide exclusive customisation or discounts.
Concentrating on the collection of first-party data becomes critical in this case. When marketers can obtain it with the user’s expressed consent, the process becomes simpler. When a consumer’s data is requested throughout the checkout process, it may include their name, email address, and how they learned about the organization. Advertisers can leverage this method to obtain valuable first-party data.
The advantage of directly asking a customer removes the issue of privacy concerns. Obtaining first-party data via social media has grown extremely simple in recent years, whether through Instagram polls or on-site online surveys. Marketers can collect information about their customers’ likes and dislikes and adjust their messages to their preferences.
What does a “Cookieless” world mean for game developers?
Despite the fact that losses are inevitable in the post-cookie age. Brands and advertising might begin investigating other data acquisition methods. The predicted revenue drops could be greatly minimized if trial runs are carried out.
Until the advertising world adjusts to non-cookie-based targeting, revenue will undoubtedly drop. I believe game creators will be less affected than other websites because synchronizing and matching cookies for registered game users is pretty simple. It’s simple to improve targeting within the game once a person has been matched. Furthermore, game producers can surely weather dramatic income drops with Reward Video Ads that are presented at will.
So, while revenue may initially decline with the full adoption of Cookieless Ads, revenue should shortly recover and will likely exceed 2021 earnings.