January 2020, Google announced plans to eliminate third-party cookies, foretelling a major shake-up of digital advertising and the Internet itself.I promise the end of these cookies The golden age of digital marketing, Where the internet is privacy a priority.
At first glance, this update looks like a step in the right direction, but in many ways it is. However, Google’s motives are not always pure. By banning third-party cookies, Google goes one step further, stealing power from competitors and gaining greater control over digital advertising. The company is basically handicapping its competitors by restricting access to data under the guise of user-first privacy-focused updates.
Banning cookies has a lasting effect on many publishers, but not all are equally affected. Publishers who rely on programmatic ads served through third-party ad servers such as Google Ad Manager will be dramatically affected. Advertisers, demand-side platforms, and advertisers can access cookie data in real time and use that information to determine how much to bid on inventory. Traditional publishers can expect a drop in programmatic eCPM (expected revenue per 1,000 impressions) and a significant drop in ad revenue without third-party data that enhances the value of their inventory.
So how can publishers regain their advertising revenue? Whatever happens next, digital advertising isn’t as simple as it is now, and publishers will soon be forced to rethink their advertising strategies and implement new solutions that enable them to monetize their ads.
Your data will be very valuable and publishers will need to begin to identify how they can be leveraged and monetized.
Integrated ID is unsustainable in the long run
Publishers need to be aware of this dramatic shift in digital advertising and find alternatives to sustaining advertising revenue. One of the possible paths is an integrated identity solution. In this solution, publishers pool first-party data in an anonymized way and create identities that identify users throughout the supply chain. For example, this “cookie-free” solution allows you to use anonymized email addresses to replace third-party data.
Many companies are already building integrated identity programs like Trade Desk Unified ID 2.0..Prebid, an open source header bidding platform, has already announced Support it.. Unified ID 2.0 is just one of many products on the market, with slight differences in functionality, implementation, and privacy.
Google recently announced a unique format for integrated IDs. This is useful for publishers who use Google Ad Manager.finished Publisher-provided identifier (PPID), Publishers can share their data with external bidders in an anonymous way. This seems to be Google’s midpoint to protect privacy while keeping advertisers and publishers away. Of course, publishers need to hand over their data, leaving Google with a wealth of data that could be used again.
Where will our data go when cookies disappear? – TechCrunch Source link Where will our data go when cookies disappear? – TechCrunch