August 13, 2022

Cookies with krótandard – this is how cookie-based advertising can look like

Even though everyone expected that sooner or lateróGoogle will later decide to cap the cookie jar, the giant’s 2019 announcement surprised the market anyway. As a reminder: changes in the approach to online privacy have been forced indirectly by legal regulations on the processing of personal data and free flow of such information. Safari and Firefox have long restricted the use of 3rd party cookies (special codeóin, whichóre allow „watch” user behavior on the Internet and profile it on this basis). So it was only natural for Chrome to find itself in this list. Only that the departure of this browser from the popular cookies will have a much more significant impact on the functioning of the digital world. Chrome is the undisputed leader in theód browsers (nearly 65 percent. market share), including those on mobile devices (approx. 63%).

Although there were voices that adaptation to the new reality is inevitable, the deadline given by Google (the end of 2021), seemed very distant, and activities in this area were put on the back burner. Companies have focused on fighting another threat – changes and restrictions resulting from the Covid-19 pandemic. The date set by Google, however, is fast approaching, so the question becomes increasingly important – what’s next?

One thing is certain – Cookies as we know them no longer wróby

Actions taken by Google over the past year indicate that it has no plans to launch an identifier thatóThis would replace 3rd party cookies and enable the collection of cross-sectional information about a user’s online behavior. But who knows, maybe we will still be surprised. Meanwhile, Google Sandbox, FLoC or FLEDGE, over whichóThe cookies are based on 1st party cookies and the data the user leaves behind when logging into the Google environment. Observing the war between Apple and Facebook, it is easy to see that the largest players in the market are striving for closed ecosystemsów and will not share their knowledge about users for free. Will giant Google do the same? Time will tell.

For the moment, one thing is known – With the end of the cookie era, the strategies, tried and tested over the years, for reaching profiled audiencesów, retargeting, and even analytical tools can be thrown into the trash. Of course, if they were based on the headónd on 3rd party data… so, unfortunately, in most casesów.

Only own 1st party cookies?

If we still want to reach the useróWith the use of cookies, it seems natural to move towards 1st party cookies. It is a solution of sorts, but you cannot rely on it alone. Yes, collected in this wayób information will allow to see the m.in. Whether someone is on the site for the first time, what language they chose, what content they searched for, what transactions they made, how long they visited us and get to know their demographics. If, on the other hand, we would like to use it for something more than improving user experience, we will need special tools aggregating and segregating this data, e.g. DMP (Data Management Platform) or CDP (Customer Data Platform – Here you can use your own data, not only 1st party). There is no guarantee that we will be able to use such information without limitations. Some browsers already limit the storage period of 1st party cookies to 24 hours or 7 days depending on the technology used , . This means that the user whoóry not wróIf you visit the site before this time, you will be notified by emailów will be a clean slate. Chrome has yet to officially releaseóWe are not sure if we will be able to use such information in order to get a fuller picture of the recipient. In fact, its FLoC project mentions 7-day data sets, so it’s unlikely to make a competition for itself, leaving the door open for others.

Cookies? No, advertising based on registered users

Another possible solution is to try to make the user leave his/her data when logging in to the website or joining the list of subscribersów. We will know inóIf the recipient agrees to a newsletter or other form of marketing contact, we will gain a valuable method of communicating with themóIt will be difficult for Gemius to measure the app market. It’s an old and, unfortunately in the age of hyper-targeting, a little forgotten way of doing marketingób. Collected in this wayóThe information can be integrated into e.g. The results of Gemius’ work with CDP, whichóAfter PBI terminated the agreement with Gfk Polonia and Gemius, it is now possible to combine data from multiple sourcesótions (e.g. brand pagesówhether a storeów, któIt is not guaranteed that we will be able to use such information without any limitations. Such actions can be seen m.in. on e-commerce websites, where the option of selling without registration is slowly disappearing. News outlets do the same, offering premium content only to logged-in users. However, we still operate only within theóin, whichówho we already know, because they were on our website.

Alternative identifiers

Reaching new audiencesób involves the use of third-party databases the entityów. Here it is important to pay attention to theóIt is worth to pay attention to what kind of data it will be and whether it really meets the guidelines defined by law and internal policy of browsers. The largest resources are held by global companies such as Facebook, Google, Apple and Amazon. On the domestic market, however, adQuery martech is strongly developing. This platform relies on its own user identifier (QID), whichóThe website is independent of cookie technology and collects data according to the latest TCF 2 standards.0 IAB. AdQuery enables zaróThe service is available for iOS and Android app owners and guarantees brand safety, as well as behavioural and contextual targeting (also based on images) in all browsers.

In któWe are also aware of the changes to Google’s cookie policyóWhat changes to Google’s cookie policy are coming, and if and how the market will deal with them? We will see on January 1, 2022.

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