Google’s third-party cookie is “here to stay,” but after years of being told it’s deprecating, testing cookie-resilient channels, and beefing up first-party data, how should advertisers react to this news? Our advice – stay the course. Third-party cookies are a great tool, but just like you have a diversified portfolio of investment products, it’s better not to have all your eggs in one basket for programmatic advertising.
One of the most important lessons we can take away from this experience is that data is power and shoring up your first-party data and enhancing your third-party data are two of the most important steps you can take to ensure you reach and engage your audience.
At Data Axle, we pride ourselves on the accuracy and reliability of our data. Unlike third-party cookies, our data is highly accurate, PII-based, and has never been affected by cookie depreciation. This consistency ensures that your campaigns remain effective and your targeting remains precise, regardless of the fluctuating digital landscape.
Another way to ensure you have everything you need for campaigns to succeed is to have a robust identity management solution. At Data Axle, we have made significant strides with alternate universal IDs like RampID, UID2 as well as Contextual. These IDs and targeting capabilities provide a robust and resilient framework for digital advertising, ensuring that your campaigns can adapt and thrive even as the industry evolves. By leveraging these advanced identifiers, we help you maintain a competitive edge in the market.
One of the hottest-performing campaign formats today is Connected TV (CTV), which has never been dependent on cookies. CTV offers a unique opportunity to reach engaged audiences with high-quality video content, making it an essential component of any modern advertising strategy. As we continue to see growth in CTV viewership, incorporating this channel into your campaigns can drive significant results.
Whether your campaigns run on cookies, hashed email, next-gen universal IDs, IPs, or MAIDs, and regardless of the channels they are deployed on—CTV, programmatic, audio, digital out-of-home (DOOH), in-game, or social—Data Axle can provide high-quality, highly accurate, and highly relevant business and consumer audience segments. Our versatile approach ensures that you can effectively reach your target audience across a wide range of platforms and devices.
As the season approaches for deploying your important retail, pharma, political, back-to-school, B2B, and ABM campaigns, remember to explore Data Axle’s 2,300+ consumer, transactional, AI-generated, and business data audiences. Our extensive audience segments are designed to meet your specific campaign needs, providing the insights and precision required for successful targeting and engagement.
You can find Data Axle’s audiences on major platforms such as LiveRamp, The Trade Desk, Lotame, 33Across, and over 85 DMPs. By partnering with these industry-leading platforms, we ensure that our data is accessible and easy to integrate into your existing workflows, helping you achieve your advertising goals more efficiently.
The news that Google’s third-party cookie is staying may come as a surprise, but it doesn’t mean that the time we spent testing cookie-resilient channels and finding innovative ways to prioritize consumer privacy was a waste. Nor does it change the fundamental approach we recommend for your advertising strategies. Continue to diversify your tactics, leverage accurate and resilient data, and explore the powerful capabilities of alternate identifiers and emerging channels like CTV. With Data Axle, you can confidently navigate the evolving digital landscape and drive impactful results for your campaigns.
In his role as Senior Vice President of Technology Solutions, Sal is engaged in managing a corporate-wide product vision and strategy to create and maintain leading-edge marketing products and services that are consistent across all divisions. He is known throughout the industry for his consultative approach to identifying solutions for clients’ database marketing and data processing needs.