During all these years, e-commerce advertisers have been
designing product advertisements. They target audiences based on data collected
from third-party cookies. This is a form of hyper-specific ad targeting that acts as one of the main drivers of advertising
spent in digital media.
What kinds of ads will be most impacted by this ‘cookieless’
future. According to experts, it will be those that “sit outside the “walled
gardens” of Google, Facebook, and
Amazon”. These rely on the sharing of publisher data that drives targeting.
Several tactics can be employed. These are programmatic display, multi-channel
remarketing such as dynamic product remarketing and native advertising. Without
third-party cookies, it is inevitable that these strategies will experience
lower performance. At the same time, there will be less personalised
advertising. This seems to be the cost for increased privacy.
Another factor that will be affected is attribution. This is
the process of “matching the effectiveness of marketing activities back to
specific touchpoints where users were exposed to specific marketing
activities”. However, with third-party cookies being removed, it will become
impossible to find enough data of the customer journey to make attribution
reliable. While these challenges might scare you, as an e-commerce
merchant, there are some steps that you can take to prepare for this change.
A ‘cookieless’ future will affect ad targeting © Royalty-free image
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