The end of third-party cookies and a new generation of media

For a long time, companies were using the observation of a file with user navigation information in different environments connected to the Internet (desktop, cell phone, etc.), always with the justification of delivering better services and products to people. This file is what we call a cookie. The issue, however, is that consumers never knew what was being done with their data and, many times, they did not understand as “correct” the compensation announced by the companies that used these cookies.

In this sense, some companies and the force of legislation produced changes in the market based on a new understanding of the use of personal data. In April 2021, Apple released a major privacy feature that mandates that iOS users decide how they want their personal data handled. Google has announced that by 2023* it will delete third-party cookie records from its Chrome browser. The LGPD (General Data Protection Law), which came into force in May 2021, now requires companies to comply with requirements related to the processing of personal data – these can only be shared if it is possible to identify their purpose of use , the time of use and by whom they will be used.
The result is that the customer/consumer is now at the center of the decision about what can be gotten from them and what can be given to them.

The impacts
Given this scenario and analyzing the media environment, some things have been changing. Starting with the business objective of advertisers that require conversion. Dealings based on consumer knowledge and tracking throughout their journey, which is multichannel and multimedia, need to be transformed.

How to access this cross navigation data, if the source of this information is no longer available? Are the deterministic models that define the target based only on first-party data (from direct contact with the consumer)? Which companies, other than search and social media environments, remain relevant without third-party cookies? How to prevent the advertiser’s message from saturating the consumer, assuming that their navigation is random, multimedia and variable in time, according to each interest? Can we continue talking about frequency control without third-party cookies? And how to know the impact of each communication vehicle until the consumer reaches the end of his journey? If identifying the attribution model of each agent was complex, now we have a definite challenge.
One thing is certain: we have to learn to make new measurements in media. Working with models in which we will have an environment of propensity and not of certainties. The absolute metrics will be added to the intent, propensity, and trend metrics.

the new mindset
It is a fact that the scenario has changed in favor of the client/consumer. It won’t be simple to find a unique identifier that can ensure customer identification across different platforms and audience environments, using different pools of data, and still protect consumer privacy – at the same time.

Therefore, the first step that is expected from publishers and advertisers is to cultivate their primary data. Within this construction, the logic to reach consumers from contexts is highlighted.

Reaching the right customer with the right message at the right time establishes relevance to the moment of the message. When the customer is faced with content that has to do with the brand’s product, they have a great chance of being involved, motivated and then led to purchase. The reasoning is based on the probability of the facts happening. And that’s the first change likely to build with the end of third-party cookies. The deterministic equation for reaching customers gives way to a probabilistic and continuous learning relationship (increased by Artificial Intelligence) in which the contextual target gains notoriety.

And where are brands going to find the decisive contexts for their strategies? On brand safety content platforms, such as Connected TV (natural streaming video environment) and content portals.

But we will not see a radical change. Media based on primary target data will continue to exist, especially when we recognize that walled gardens (social networks, mainly) are well supplied with information. On the other hand, business is not just about the target audience. We will seek to increase the number of consumers who are interested in the brand and who tend to buy it. Thus, advertisers have the challenge of combining their targeting strategies with those offered by channels such as Connected TV.

The end of third-party cookies brings the consideration that the media world will grow in an environment of cooperation between the components of its value chain. Brands must share consented data from their CDP – Customer Data Platform – with vehicles and these must help to generate more and more insights for brands’ businesses by adding context and navigation information. The new generation of media needs to be built with skills that originate in the will of the customer. Relationships need to be based on trust, consent and partnership.

Author: Dilton Caldas, Director Of Business Development at Happlay
Source: Iab Brazil