With the programmatic targeting of unknown audiences trending downwards, companies need to find new approaches to prospecting that don’t depend on third-party cookies or MAIDs. But until then, companies must deal with redefining the “target audience” to find new customers.
The future of prospecting looks bright with known audience lookalikes, emerging partner ID solutions, and contextual targeting trending upwards. Most DSPs do not currently support them, and for those that do, scale is still a concern. Instead, companies will have to deal with new ways to approach DSPs that support people-based IDs.
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When these approaches are gone, one question hanging over marketers’ heads is how to target ads effectively.įor reaching known customers, many companies today turn to demand-side platforms (DSPs), or automated buying platforms, where advertisers and agencies can go to purchase digital ad inventory.
Currently, companies use third-party cookies and mobile advertising IDs (MAIDs) to collect audience data via onboarders, data providers, and cross-domain tracking. These audience targeting use cases won’t disappear when third-party cookie data is no longer available - but in the meantime, marketers struggle with how to approach these use cases.Īs third-party cookies fade, companies are challenged by tracking unrecognized or first-time visitors to their websites. Today, companies rely on personalization, reaching known customers, and prospecting to target audiences and activate their data across channels. It takes knowledge of emerging marketing trends and best practices to win in this era of cookies - a new era built around legitimate, two-way relationships with customers. This is first-party cookies done right, and getting there requires updated techniques. Scenarios like this promise to give customers more control over their experience, and marketers the ability to create more effective campaigns. However, a recent study revealed that when Chase showed ads on 400,000 websites, it yielded no better outcomes than showing ads on just 5,000 websites. With third-party cookies, advertisers believed that more targeting equaled more relevant ads - and better business outcomes. In short, when it comes to cookies, first party will be the new third party. People-based identifiers will be the new programmatic advertising. With these efforts, custom forms will be the new cross-property tracking.
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But companies are left with finding better ways to collect data from current and potential customers - all with their full knowledge and consent.Ĭompanies can start by incentivizing customers to willingly provide their own data in exchange for offers, exclusive content, and tailored recommendations. Consumers, who don’t like being tracked, are thrilled. Most data professionals believe there won’t be a crumb of data left after third-party cookies disappear in 2023.
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