In the privacy name
Digital advertising must evolve; there is no alternative. If the focus of the digital marketplace is on user privacy, then the system must necessarily offer full awareness to users about how companies use their data, and enable companies themselves to be able to market effectively.
Digital Advertising: the end of cookies
As part of a broader privacy focus, after a series of extensions, Google has set an end to third-party cookies on Chrome at the end of 2024. Companies using this technology to do profiling, addressable advertising, and – more generally – digital advertising, are looking for reliable technology partners to support them in this shift toward a cookie-less advertising strategy.
Addressability and measurement
The two elements most involved in this change are certainly addressability-the ability to show one’s advertising messages to specific audience segments-and measurement-the ability to measure the effects of campaigns on the audience, down to an individual level. So far-and well into next year-the amount of information held by companies is very high precisely because of cookie technology. As users become more aware of the use of data that is “left” online, the volume of web visitor data has already begun to decrease. Then, when the third-party data can no longer be used, that is when the amount of information that can know and recognize one’s online audience will be drastically reduced.
Internet advertising: the necessary first step
So how do you continue to profile your audience and measure the performance of your campaigns? The first thing companies need to focus on today, and many have already started working on, is the attention and care of first-party data, i.e., known users, those who, voluntarily and knowingly, for various reasons, have disclosed some personal information (contact, interest…). These users are valuable because they allow companies to create a base of known audiences so that they can then use probabilistic and modeling tools to project the information they hold onto unknown audiences as well.
The right technology is interoperable
Second, it is necessary that the technology used be able to handle all kinds of data and that it can communicate with other platforms and technologies in use. That is, it must be interoperable, meaning that it can build bridges between the various market players and give them the ability to communicate in the most secure way possible.
The key is to recognize the user
For interoperability to happen, one of the keys is for it to be easy to recognize the user from one device to another, from one domain to the next, and between platforms. At this point the issue of privacy becomes stringent.Identity or digital identity is the set of information that identifies a natural person in the digital world; it summarizes all the identifiers associated with an individual user, whether they are anonymous or persistent, so-called Strong IDs (phone, email…). Until now, audience management platforms have treated anonymous and persistent identifiers separately. The innovation that the Digital Advertising market is moving toward is the unification of the management of this data in one place, so that user privacy is even more protected and consent to data management is finally explicit.
The security of encrypted data
At this point it is necessary to have tools to protect user information. One of these is certainly the clean room. This is a technology that protects data through an encryption system and thus allows companies to share and enrich information, without ever moving or exchanging user data. This tool is intended to support companies in their campaign profiling and addressability strategies, while maintaining the highest privacy security at all times.
Digital advertsing: the future is evolution
In the future of digital advertising companies, the need to evolve, change and renew is certainly foreseeable. The end of third-party cookies does not coincide with the end of advertising, but with the beginning of change, of a new way of profiling, of conducting addressable campaigns, and of creating networks of players that provide interoperable technologies. Potentially, with everyone’s consent, it can be the beginning of a more connected and collaborative digital ecosystem.
