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Cookie Apocalypse!!!
The document discusses the challenges marketers face due to the impending changes in third-party cookie targeting, highlighting concerns around privacy and the ineffectiveness of traditional cookie tracking methods. It suggests alternative strategies such as search, contextual, and shopping targeting, emphasizing the need for agility and data-driven approaches. Additionally, it briefly presents Admedia's patented technology that enhances search functionality across high-quality publisher sites.
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Cookie Apocalypse!!!
- 1. © 2021 AdMedia.Proprietary and Confidential
- 2. © 2021 AdMedia.Proprietary and Confidential. 2 Cookie Apocalypse!!! 7 There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place
- 3. 3 Industry Insights and POV Cookiesare stale! ● 25 year old tracking logic ● Inaccurate identification ● Dilution of value from third party domains ● False positives ● Browser and Device logic differences ● Multiple users on the same device ● Privacy concerns
- 4. Are All CookiesBad? 4 Industry Insights and POV #DetroitCookieCo
- 5. 5 Industry Insights and POV Howdo marketers respond? ● Search, Contextual and shopping will have minimal impact ● Open data framework partnerships with universal and pseudonymised IDs ● Attribution - acceleration of the shift to MTA and incrementality measurements ● User empowerment and resulting engagement ● No single solution - test, retest, draw data driven conclusions and be agile
- 6. Alternative to Cookies 6 IndustryInsights and POV • INGREDIENTS: SUGAR, WATER, ENRICHED FLOUR (BLEACHED WHEAT FLOUR, MALTED BARLEY FLOUR, NIACIN, FERROUS SULFATE OR REDUCED IRON, THIAMINE MONONITRATE, RIBOFLAVIN, FOLIC ACID), HIGH FRUCTOSE CORN SYRUP, TALLOW, DEXTROSE, EGG, CONTAINS 2% OR LESS: SOYBEAN OIL, CORN STARCH, MODIFIED CORNSTARCH, HYDROGENATED TALLOW, WHEY, GLYCERIN, SALT, SODIUM ACID PYROPHOSPHATE, BAKING SODA, ENZYMES, SORBIC ACID AND POTASSIUM SORBATE (TO RETAIN FRESHNESS), COTTONSEED OIL, MONO AND DIGLYCERIDES, CELLULOSE GUM, SODIUM STEAROYL LACTYLATE, SOY LECITHIN, XANTHAN GUM, POLYSORBATE 60, MONOCALCIUM PHOSPHATE, NATURAL AND ARTIFICIAL FLAVOR, YELLOW 5, RED 40. CONTAINS EGG, MILK, SOY, WHEAT
- 7. © 2021 AdMedia.Proprietary and Confidential. 7 AdMedia has patented technology that captures searches across 1000’s of high- quality publisher sites. Step 1 - User navigates to partner page and performs a search ior clicks on the word cloud suggestions n the Swiki widget. Dynamic Search Widget 2-Click Model 7
- 8. © 2021 AdMedia.Proprietary and Confidential. 8 Step 2 - User is taken to SERP page hosted by AdMedia and views relevant text ads. User clicks on the ad in the same way they would on an engine Search Widget Implementation 8
- 9. © 2021 AdMedia.Proprietary and Confidential. 9 Step 3 - Shopper lands on advertiser site. post click Search Widget Implementation - Higher Intent 9
- 10. © 2021 AdMedia.Proprietary and Confidential Welcome The Next Frontier Of Search… WFH
- 11. © 2021 AdMedia.Proprietary and Confidential. THANK YOU