A few days ago, Google announced that it was delaying its removal of third-party cookies in its Chrome browser. The news came as a halo of hope for advertisers, who are in a period of investigation to find solutions that provide them with that data that sooner or later will disappear. In fact, many companies have already begun to implement them and others to propose alternatives to third-party cookies.
Verizon Media, with the aim of responding to this approaching reality, has organized an online meeting together with MarketingDirecto in which different experts from the digital field have participated.
The round table, moderated by Raúl de la Cruz, General Director of Verizon Media in Spain, was attended by Tania Pérez, Digital Business Director of PHD. Mikel Lekaroz, from IAB Spain and CEO of Adbibo at Next14; Rafael Martínez, Dan Programatic Leader & Amnet MD of iberia and SSA at Dentsu Aegis Network; and Plácido Balmaseda, CEO at Wemass.
The CEO of Verizon Media
“Third-party cookies have been demonized.” An argument that Martínez has completed by commenting that “users are owners and have the marketing lists Canada necessary information to manage their data”, while explaining that the aforementioned demonization is due to poorly implemented practices, such as the misuse of email marketing.
Regarding PHD, Pérez assumes that there are different challenges depending on. Whether we are an agency, publisher or advertiser. The key is to find the balance to give the consumer that privacy.
On the other hand, for Balmaseda the new scenario translates into an environment where the advertiser will have less data to advertise campaigns. “The reality is that Google has a large part of the market data, so we have to get together a real unique ID and identified for the entire environment.” Something that Lekaroz does not fully agree with, since “there are so many alternatives that a publisher cannot publish with 15 unique IDs. The key to a large number of solutions lies in the convergence and interoperability of these identifiers, we must find an intermediate point”.
The Debate Continues with Balmaseda’s Response
Who assures that in the end the only valid reality is that the two scenarios converge. “What makes no sense at a technological level. At a commercial level may be easy to set up. In this sense, Martínez adds that advertisers have to get used to speaking in different ecosystems. Because “they will continue to exist and brands must be notified so that they are able to understand them.”
The solution that Pérez proposes to this new challenge is to carry out communication. Strategy based on the possibilities of each one. The same in 2023 we will have generated a better or worse ecosystem. And we will be facing the next challenge”. To which Lekaroz adds the gap that exists between European and American regulation. A large part of advertisers are not European and Americans have another perspective. In addition, the Next14 representative assures that. What happened has forced Google to face a reasonable situation. But that it must fall within the European regulation and be more transparent and clear for the industry.