With the forthcoming withdrawal of third-party cookies, the digital advertising industry is grappling with unpredictability. Such uncertainty is the result of a combination of legal, technical and even political factors which are making it very difficult for anybody to predict the future. Yet, it’s not just an old world’s that dying before our eyes, but the birth of a new, more respectful one. What’s in it for marketers and Adtech players in Europe? To find out I asked Katja Henneveld, Danish Adtech Adform’s Country manager for the Benelux and France to shed a bit of light on this topic for our readers.
Digital advertising: 40% of digital inventory* already cookieless
Disclosure : This podcast was produced in partnership with Ecran mobile on behalf of Adform, an Adtech provider. We have written this post with our usual objective of independence and authenticity..
As Katja Henneveld puts it, “There is a lot of confusion going on at the moment” in the Adtech world and this isn’t making advertisers’ lives easy. “They are befuddled, and they ask: ‘Should I do something or wait for Google to come up with something new?”
Not a huge surprise for Katja, but still a challenge for this industry, she told us.
In France, it’s 40% of the digital inventory that is cookieless already
“How will we continue programmatic advertising we’ve grown so used to as an industry?” she went on. “We used to rely on third-party cookies to target, retarget people, for frequency capping and all those things.”
Digital Advertising Industry and Legal Unpredictability
We’re in a bit of a grey area at the moment, where data should be protected but is still being used anyway. Industry players are expecting an agreement between the US and Europe, but there’s a lot of legal unpredictability.
And “while we are waiting marketeers have to put up with this situation”, adds Katja.
A new age of permission marketing
Third-party cookies are doomed to die, it’s a matter of time
“Moving away from Third Party IDs will give power back to consumers,” Katja said, “so it’s a good thing, even though it’s not that popular in the industry.”
“It’s a future without third-party cookies for sure, but it’s still very positive because a lot of the things that you could do through third-party cookies, you will be able to do through first party IDs.”
“Google might also come up with a solution next year, even though there is no obvious sign of it yet,” Katja added.
A tipping point for the industry
“Programmatic advertising has had a bad press for several years because of issues related to data privacy, GDPR and transparency. I think it’s a tipping point for our industry, there is hope that, eventually, we’ll weed out the good from the bad,” Katja concluded.
Adform is a Danish-based European Adtech company that was founded 20 years ago. Since its inception, “Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients in 25+ countries around the world”. The company claims to have built “the most open and transparent advertising technology platform on the Market definition in B2B and B2C - The very notion of "market" is at the heart of any marketing approach. A market can be defined...”.
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