SHERIDAN, WYOMING – September 15, 2024 – As the digital advertising landscape prepares for the demise of third-party cookies, industry leaders are exploring innovative solutions to maintain effective targeting and measurement. Rasmus Giese, CEO of United Internet Media (UIM), sheds light on the evolving strategies and technologies that will shape the future of digital advertising.
The Need for New Targeting Solutions
While Google’s recent delay in phasing out third-party cookies offers a temporary reprieve, the industry cannot afford to be complacent. Giese emphasizes that the shift away from third-party cookies is inevitable, with a growing number of users already inaccessible through this method.
"With all that in mind, switching to first-party data and alternative ID solutions continues to be the right approach from a long-term perspective. Only then will the industry become less dependent on the gatekeepers, browser providers, and mobile operating systems."
The Power of First-Party Data
First-party data, collected directly from users, offers a valuable and unblockable resource for advertisers. However, Giese notes that few companies possess extensive first-party data, and even fewer have access to frequently updated information. Services like search engines, video platforms, and social media platforms have a natural advantage due to their high user engagement.
Comprehensive Solutions for Effective Campaigns
To ensure the success of digital campaigns, advertisers need comprehensive solutions that go beyond first-party data. Giese highlights the importance of initiatives like the pretarget standard deals developed by the BVDW's Circle of Online Marketers (OVK), which leverage first-party data without relying on cookies. Contextual targeting, also guided by OVK standards, offers another cookieless approach.
For personalized targeting, identifiers like netID and Utiq are emerging as promising alternatives. These solutions have demonstrated their effectiveness in real-world scenarios, enabling cross-device targeting and frequency capping.
A Positive Outlook
Despite the challenges posed by the decline of third-party cookies, Giese remains optimistic about the future of targeting. Advancements in data clean rooms and standardization are continually improving cookie alternatives. The collaboration between netID and Utiq, for example, aims to deliver even more robust solutions.
"So, while third-party cookies continue to lose their relevance, the alternatives are offering increasingly better solutions that generate more reach. It’s therefore high time to implement the new options and across-the-board strategies and reap the benefits."
About Rasmus Giese
Rasmus Giese is the CEO of United Internet Media (UIM), overseeing media marketing for United Internet AG’s platforms and partner platforms. With his extensive experience in the digital advertising industry, Giese offers valuable insights into the evolving landscape and the strategies that will drive success in a cookieless future.