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What Exactly the Cookie Less Advertising?
The world of advertising has harnessed data, mainly through the use of cookies, to learn better about audiences and target them for the past decade. So programmatic advertising is going cookieless, but is it the end of digital advertising? The answer is yes as well as no, to understand in detail, let’s dive into the article fro more about Cookie-Less Programmatic Advertising.
What’s Next for Programmatic Advertising?
Recently Aqilliz Integrated with BritePool to offer a blockchain-enabled cookieless ad targeting solution. The launch of this offering shows that advertisers are preparing for the future. The addition of blockchain for ad targeting will further ensure the privacy of the users. Building their own First-Party Data, using Contextual Advertising, preparing the White List, developing Universal ID, etc. are some of the ways companies can develop their programmatic advertising for the future.
When it comes to digital advertising, the third-party cookies are like its backbone but the Consumer Privacy Acts such as GDPR, CCPA which wants to make sure that user data tracking are happening with their consent and transparency, but some third-party is utilizing the fine-grained user data to retarget them on the basis of their past web activity which irritates most of the user.
Supply-side platforms and Ad Exchange won’t be able to recognize users on websites in the same way they can now by using third-party cookies. The end of third-party cookies in web browsers means that DMP’s won’t be able to create audiences that can be later utilized for audience activation and targeting by advertisers. They used to depend on the third-party data to reach relevant users and needed to work on building first-party audiences data and tie-up with a relevant publisher to buy the inventory directly.
For more such updates, check Out recent Martech Cube blogs.
https://www.martechcube.com/exploring-cookie-less-programmatic-advertising/
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