Is advertisement techs cookieless future intense or bleak?
” We are about to learn,” said Boris Mouzykantskii, CEO and co-founder of IPONWEB, speaking onstage at AdExchangers Programmatic IO occasion in New York City on Monday.
Ready to discover we are. All set or not, third-party cookies will become tossed onto the dust stack of history, and the ad tech industry requires to stop grousing and begin doing.
Criteos stock crashed in early 2020 after Google made its original announcement about the prepared deprecation of third-party cookies on Chrome.
However “we didnt sob into our Wheaties,” stated Megan Clarken, Criteos CEO. “We reversed and fixed the issue so our business might move on based on the possessions we have.”
Although retargeting, which relies greatly on third-party cookies, still represents the lions share of Criteos earnings, Criteo has actually been establishing new and alternative options, consisting of a commerce media platform, a contextual targeting offering and a first-party consumer chart.
Commerce media is a good bet for the cookieless future. As Dan Salmon, managing director of BMO Capital Markets kept in mind on stage during a different discussion, “every consumer-facing company will end up being an advertising business.”
And by the same token, every advertising business needs to determine which cookieless options are legitimate and which are selling vials of snake oil.
Out of the apparently hundreds of identity solutions on the marketplace today, “I believe about half a lots will make it through with scale and be privacy-friendly enough to in fact be pertinent,” Mouzykantskii stated.
With such a congested field of suppliers and so few most likely survivors, Mouzykantskii recommends testing between 10 and 20 vendors just to be sure “at least one or two out of your test set make it through the carnage.”
But the genuine concern– and among the most significant dogfights right now– is to do with who manages the dialogue with users.
That power must come from the publisher, Mouzykantskii stated, but Apple clearly disagrees.
Apple has, in result, “weaponized approval” by making it difficult for publishers to look for tracking permission, he said, while framing anything that exists outside Apples ecosystem as toxic and somehow hazardous.
” I dont think platforms need to do it– it shouldnt be an internet browsers business to structure the dialogue,” Mouzykantskii said. “We need to all deserve to talk with users without intermediaries.”
To that end, Criteo has been testing a single sign-on (SSO) option called OpenPass that aims to work as a consumer-facing consent-gathering mechanism for the Unified ID 2.0 effort. If adequate publishers embrace a service like OpenPass, that could lower friction in the consent-gathering procedure across the open web.
An extensively adopted SSO service would provide the open web a “possibility to stand and compete for ad spend versus the walled gardens,” Clarken stated.
” Its a really audacious objective, but likewise very genuine, and now is crunch time for a few of these things to come together and [for us to] recognize that vision,” she stated. “Instead of stressing about [the walled gardens] and their strategies and what they do, were concentrated on our own– and on rallying around the open internet.”