{"id":69686,"date":"2022-06-13T16:30:47","date_gmt":"2022-06-13T14:30:47","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=69686"},"modified":"2022-06-15T07:56:46","modified_gmt":"2022-06-15T05:56:46","slug":"digital-advertising","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2022\/06\/13\/digital-advertising\/","title":{"rendered":"Digital advertising: 40% of inventory already cookieless"},"content":{"rendered":"

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\u2019s not just an old world\u2019s that dying before our eyes, but the birth of a new, more respectful one<\/a>. What\u2019s in it for marketers and Adtech players in Europe? To find out I asked Katja Henneveld, Danish Adtech Adform\u2019s Country manager for the Benelux and France to shed a bit of light on this topic for our readers.<\/em><\/p>\n

Digital advertising: 40% of digital inventory* already cookieless<\/h2>\n
\"Digital-Advertising\"
The future of digital advertising is bright according to Adform’s Henneveld<\/figcaption><\/figure>\n

*in France<\/p>\n

\n

Disclosure :\u00a0This podcast was produced in partnership with Ecran mobile on behalf of Adform<\/a>, an Adtech provider. We have written this post with our usual objective of independence and authenticity.<\/i>.<\/i><\/span><\/span><\/p>\n

\n
\"publicit\u00e9
Katja Henneveld<\/figcaption><\/figure>\n

As Katja Henneveld puts it, \u201cThere is a lot of confusion going on at the moment\u201d in the Adtech world and this isn\u2019t making advertisers\u2019 lives easy. \u201cThey are befuddled, and they ask: \u2018Should I do something or wait for Google to come up with something new?\u201d<\/p>\n

Technical Unpredictability<\/h3>\n

Many browsers abandoned third-party cookies years ago and they keep adding anti-tracking devices<\/a> to their software. Chrome also announced the end of cookies for 2023<\/a>.<\/p>\n

Not a huge surprise for Katja, but still a challenge for this industry, she told us.<\/p>\n

In France, it’s 40% of the digital inventory that is cookieless already<\/p>\n

\u201cHow will we continue programmatic advertising we’ve grown so used to as an industry?\u201d she went on. \u201cWe used to rely on third-party cookies to target, retarget people, for frequency capping and all those things.\u201d<\/p>\n

Digital Advertising Industry and Legal Unpredictability<\/h3>\n

We\u2019re 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\u2019s a lot of legal unpredictability.<\/p>\n

And \u201cwhile we are waiting marketeers have to put up with this situation\u201d, adds Katja.<\/p>\n

A new age of permission marketing<\/h3>\n

Third-party cookies are doomed to die, it\u2019s a matter of time<\/p>\n

\u201cMoving away from Third Party IDs<\/a> will give power back to consumers,\u201d Katja said, \u201cso it’s a good thing, even though it\u2019s not that popular in the industry.”<\/p>\n

\u201cIt’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.\u201d<\/p>\n

\u201cGoogle might also come up with a solution next year, even though there is no obvious sign of it yet,\u201d Katja added.<\/p>\n

A tipping point for the industry<\/strong><\/p>\n

\u201cProgrammatic 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\u2019ll weed out the good from the bad,\u201d Katja concluded.<\/p>\n

About Adform <\/strong><\/p>\n

Adform is a Danish-based European Adtech company that was founded 20 years ago. <\/em>Since its inception, \u201cAdform has developed technology to enhance human\/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients in 25+\u00a0countries around the world\u201d. The company claims to have built \u201cthe most open and transparent advertising technology platform on the market\u201d.
\n<\/em>Read more about Adform<\/em><\/a><\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-06-13-EN-cookieless-world-adform-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast (english): Play in new window<\/a> | Download<\/a> (Duration: 21:26 — 9.8MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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\u2019s not just an old world\u2019s that dying before our eyes, but …<\/p>\n","protected":false},"author":2,"featured_media":69687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4069],"tags":[],"class_list":["post-69686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"\nDigital advertising: 40% of inventory already cookieless<\/title>\n<meta name=\"description\" content=\"With the death of third-party cookies, the digital advertising industry is grappling with uncertainty. 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