The document brings together all third-party cookie-free solutions for activating and measuring the effectiveness and attribution of advertising campaigns known to the market.
The Digital Alliance is publishing a guide on alternatives to third-party cookies on February 2nd. Entitled “The Guide to New Digital Advertising” and downloadable by clicking on this link , this 75-page document, the result of the collaboration of some sixty digital marketing experts, includes definitions, tests, and explanations on the scope, use cases, advantages, and limitations of each solution developed in recent years by the market to replace third-party cookies. These cookies, already blocked on Firefox and Safari, are expected to be removed from Chrome in the second half of 2024.
Variety or complexity?
The variety of solutions offered on the market is such that one might wonder how advertisers will navigate them all. “Complexity is the main challenge of this entire transition: we are moving from a single standard—the cookie—completely mastered by the industry for 25 years, transparent and free, to several solutions, a significant cashapp database of which will have a cost. The purpose of this guide is precisely to categorize these solutions based on the objectives sought by advertisers,” explains Augustin Decré.
On the activation side, the document presents three main families of solutions according to the types of data on which they are based.
First of all, solutions based on individual identifiers (cookie 1st, cross-domain, e-mail, mobile IP of telecom operators, etc.), which are the most precise and useful, including for measurement, but whose adoption still needs to be developed and with, for some (the so-called universal IDs), limits linked to their interoperability.
Then there are technologies based on aggregated data
Such as Google’s Privacy Sandbox, still in development and recently rejected by the World Wide Web Consortium (W3C), which does not marketing automation in retail and digital innovation its Topics section to be sufficiently protective of privacy. Or the IAB Tech Lab’s Seller Defined Audiences standard. Which has not yet been fully in France.
Next come contextual approaches, the most widespread and adopted by the market, which have the significant advantage of not necessarily relying on user consent. In recent years, the sophistication of these solutions has accelerated with new techniques such as video and audio recognition, and panel targeting.
between universal IDs, cookies first, cohorts, data clean rooms
MMM, post-test panels, etc., the range is so varied, depending on the situation, needs, and means of the advertiser, that one can still wonder how brands – and especially their service providers – will be able to industrialize their use. The guide asb directory to make this complexity readable by proposing a classification by need according to where one is in the conversion funnel of its target, from the first contact to conversion. A summary table with the potential and limitations of each solution, then case studies of activation and measurement with publisher IDs, contextualization, and a data clean room, conclude the document.