It seems that lately there is only one thing being talked about in the advertising environment: the cookieless world. It is not for less, considering that our entire work base is revolutionized and uncertainty is once again present in the routine. Still, it’s not the first change the industry has faced, and it probably won’t be the last either. But to get a little closer to that vision of the future, t2ó has relaunched its monthly podcast, this time focused on the disappearance of third-party cookies.

Google has decided that the award for identifying users on the web has reached its expiration date. Something that other browsers had already done, such as Safari or Firefox. In this month’s podcast, t2ó provides us with an explanation of this new paradigm from an expert like Jesús Martín.

The Two-Year Deadline

That Google gave us to adapt to working without its cookies ends in 2022. Safari and Firefox had already implemented this practice three years earlier, and Jesús Martin, the protagonist and expert in this episode, acknowledges that the cookieless Romania B2B list concept arrived a long time ago. time to the industry whose trigger was the GDPR of 2018. At that time the cookie was added as personal information data.

Email Database

“From there, a series of events in the industry have been triggered that have been accumulated. Such as Apple’s ‘Intelligent Tracking Prevention’ initiative “, he explains. In addition, these types of events have led to the elimination of Third Party Cookies in several browsers. While first Party Cookies remain limited and, according to Martín, they may also disappear.

With this reality, the question for anyone dedicated to working with data is what changes will have to be implemented in their methodology. But the expert prefers to talk about the impact and what is happening right now due to these changes: « It is not possible to measure post-impression conversions in environments such as Safari or Firefox, and this impact means that we need to request the user’s consent, both to be able to measure and to be able to segment him.

This Type of Action Assures the Expert

That they will affect products such as Google Analytics or the creation of audiences within DV360 within Google Ads. In addition, according to a statement from Apple that Martín rescues, with the latest version of iOS 14 we will not be able to use the identifier, the IDFA, that is, users will have one by default.

“So there’s not even going to be that prompt to the user. So, all these changes impact how we are measuring, how we can measure conversions, how we can do attribution and then, on the other hand, how we can segment users”, explains the expert.

In addition, he attributes these modifications to aspects of programmatic advertising. And targeting for remarketing and retargeting audiences based on third-party cookies. The solution that he proposes in this part is “ stop using that personal information to use aggregate information. And model conversions, model the user to. For example, be able to segment him without the need to use the information contained in a cookie or IDs”.

Google: The Problem and The Solution?

The expert defines the Privacy Sandbox as an initiative promoted by Google so that within the ecosystem we can develop solutions that replace the use cases of Third Party Cookies . “We have reached the point where there is no technology to replace these third-party cookies and that allows us to continue doing what we do with them, that is, segmenting users by audience, measuring post-view or post-click conversions…”, he says. Martin.

For all this, the Privacy Sandbox is present as a series of projects that are more advanced. And the one that has had the greatest impact for the expert is the FLOCS. This is the project that is pushing within the ecosystem to be able to continue advertising based on audiences. “ We are not talking about FLOCS replacing third-party cookies. But instead of using Third Party Cookies to segment audiences, we are going to use FLOCS ” he clarifies.

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