You’ve heard this before, and you’ll hear more of this in 2024. The imminent demise of third-party cookies is a hot topic. With Google’s latest announcement clarifying that 2023 is indeed the last year of third-party cookies, cookieless advertising is almost here. Marketers are wondering how to deliver targeted ads based on sharp, more importantly, easily accessible behavioral insights. What makes things worse is that all of it is happening during a recession, when ad personalization is a top priority for marketers. Cookieless advertising demands the best cookieless advertising solution. 2023 is the year even laggard marketers start hunting for their preferred cookieless advertising solution.
And that’s what today’s blog is about: cookieless advertising, top priorities, and the best cookieless advertising solution.
But first, a little background.
Why third-party cookies are going away
Third-party cookies formed the backbone of adtech, programmatic and personalized digital ads for as long as we remember. It was an accessible ad personalization mechanism that allowed marketers to create intent- and interest-based audience segments.
Cookies use typical parameters for behavioral insights – browsing behaviors, geo locations, language preferences, site dwell time, etc. Over at ReBid, we always believed that third-party cookies were, at best, a stop-gap solution. Such close tracking of user behaviors over digital platforms, where they spend their most significant hours of the day, was simply not a sustainable personalization solution. So cookieless advertising has always been on our minds, and building the best cookieless advertising solution is what we do best.
We live in a world of growing awareness about customer data privacy. Your customers like personalization when done right, but not by misusing data and surely not without consent. Regulators are strict about it too. And yet, third-party cookies have continued to invade our personal space. For example, over half of digital publishers still don’t give users the right to tailor cookie settings. And this is the exact opposite of what regulators demand of them.
The last couple of years has seen fines, reputation losses, and a lot of lip service, especially from big techs like Google and Facebook. The time for cookieless advertising had to arrive at some point. And no matter how often cookie deprecation gets delayed, far-sighted marketers are slowly and steadily reducing their reliance on third-party cookies. They see its unsustainability in a privacy-aware world. And preparing with their most preferred cookieless advertising solution is their short and long-term strategy.
The best cookieless advertising solution: How intelligent marketers are preparing
Of course, cookieless advertising demands revamping old mindsets and tech stacks. So it is an excellent opportunity for marketing tech stack decision-makers to re-evaluate their tech and data stacks. Trim the fat. Keep and invest in the ones that make sense in the long term
Here’s what a cookieless advertising solution tech stack looks like:
1. Cookieless advertising: It all starts and ends with first-party data
Invest in a stack that enables you to activate customer data stored in your CRMs or databases on any digital platform or channel by utilizing your first-party data. This will help you scale up your current advertising and marketing solutions and achieve your key performance indicator and enables you to expand and activate your existing customer base, reaching out to other potential customers who resemble your existing customer base on walled gardens like Google, Facebook, LinkedIn, and Twitter through PII activation.
2. Unlocking the Power of Independent Identity Resolution & Enrichment with Ramp ID and UID 2.0
The right technology that provides advanced identity resolution algorithms allows you to build identity graphs without the need for cookies, which can be smoothly integrated into your technology stack. This guarantees that your omnichannel identity resolution strategy remains up-to-date. Leveraging Ramp ID and UID 2.0 identity resolution technology deterministically connects and enriches profiles and households to their respective devices, PII data, and other IDs, producing a dataset that is enriched with user information
3. Probabilistic modeling & Cohort based targeting for hyper-personalized ads
Advanced AI-powered technology with probabilistic modeling helps identify users by analyzing their digital footprints and behavioral patterns. This innovative approach eliminates the need for collecting individual user data by identifying patterns across multiple users, thus ensuring complete user privacy. Advertisers can effectively target their desired audience while maintaining privacy & facilitate cohort targeting that groups users with similar browsing behavior. Advertisers can serve ads based on the group’s behavior rather than targeting individual users, thus ensuring complete privacy protection.
Get the best cookieless advertising solution stack with ReBid
With years of seasoned expertise with the ebbs and flows of digital advertising and marketing in general, ReBid knew all about impending cookieless advertising before it became the buzzword it is today.
Our offerings are designed to be the cookieless advertising solution you are looking for. All of the thrills and wonders of cookies with none of the pain. What’s not to love?
Request a demo and gear up for a world of targeting personalization without any of the creepiness!