There’s some questions all publishers should ask themselves about their audiences. Who are their readers? What do they do? What are their interests? Why do they visit my site? The end of Cookies lurks around the corner, and publishers have the chance to test campaigns audiences comprising only first party data, third party and both. The content is and will be the main character, because it gives the publisher the control of first party data, and the power to decide how this new transparent paradigm is going to be.
The end of third party cookies would be the prelude to a nameless Internet. The lack of access to a network of unique user IDs, would lead to an impossible large-scale specific programmatic.
Anyhow, you should not be afraid, as this new world comes with different options of addressability we should count with, in order to anticipate this new era:
1- Solutions based on groupings by categories: Google FLoC
2- Solutions based on PII (Personal Information Identifier): Unified 2.0 (The Trade Desk)
3- Private ID solutions: ID + (Zeotap), ID5, LiveRamp, Walled Gardens
But… What are we doing?
E-Planning is working hard with the biggest companies in the industry in order to fuse their technologies. We decided to integrate ourselves with Unified ID, the tech. solution of the trade desk and Privacy Sandbox, because we think these are the best ways to achieve a correct user’s addressability. However, a few days ago, we started some conversations with Liveramp (ATS) and Retargetly (IDX), because we are open to all the new emerging possibilities. We count with a powerful technology, allowing us to get intertwined with the parties we wish. This gives us the possibility and the responsibility to choose the best way, in order to protect our clients, and of course, continue yielding the best results in the industry.
Next Steps
In order to move forward, the industry will need to move backwards, returning to digital advertising beginnings: the first party data. In the near future, the publishers should pay attention to the best ways of acquiring this FPD. The main options are Email subscriptions, social logins and premium subscriptions. The common feature of these three elements is that they are all based on “authentication”; however, and in order to offer a better experience, it is important not to be intrusive, but transparent as regards your needs and the data you collect. The new model will be focused in control and consent. We must rebuild the consumer trust to connect with them in an open and clear way.
