Havas Media Group’s new webinar series, “Embracing A Cookieless Future,” highlights the positives of this next era of digital consumption and what people, clients, and consumers should expect.
You can check out the webinar’s dedicated website and below, you can see the ten-point framework that Havas Media has created to support clients. The framework is taken from a POV written by Bede Feltham, Managing Partner, Martech and Data Strategy at Havas Media that you can read in detail here. Enjoy!
Havas Media’s Ten Point Framework
The 10 things you need to know about Cookieless
As we help our clients navigate what the future might look like for their business – and every business will be different – we have developed a ten-point framework to help our clients understand how their business will be impacted. Here’s what can be done to mitigate this and make them future proof ready so that they’re ready to Embrace a Cookieless Future!
We must be critically aware of is that the intelligence we use and employ will change dramatically. Things like Digital Path Analysis or attribution will disappear, and the Walled Gardens of Google and Meta will become the norm.
#Audiences, groups of consumers based on their age, gender, income, geography, interests, purchase intention, or other factors, those individuals who are most likely to be receptive to an advertisers’ campaign message will continue to be at the heart of #AdTech in a cookieless future. Audience based ad buying is not going away, but the industry will need to adapt in new ways. Customer, Platform and Publisher audiences will all still exist.
The #activation of known consumers, i.e. first party data – more on this later – must be on a consent first basis and is a necessary foundation to compliment the walled gardens, when it comes to understanding, reaching, and influencing audiences.
Which leads us onto #consent, the permission to use first party data for marketing and advertising, acquired by explicitly asking the customer, will be crucial.
5. First Party Data
One thing that has been broadly accepted by every guest speaker we’ve had, is that #firstpartydata and having a first party data strategy will become more important for reaching audiences. Subject, of course, to gaining user consent.
6. ID resolution
#IdentityResolution, matching identifiers (ID’s), to a single profile to build an omnichannel consumer view will become key.
As will joining up Advertising ID’s associated to devices, as these will not be set or available by default in the near future.
The measurement of effectiveness is key and fundamentally important for advertisers when it comes to understanding return on ad spend (ROAS). We must accept though that measuring media effectiveness – #MediaMeasurement – will become harder to monitor and that we are going to have to employ alternative techniques such as econometric modelling and media mix modelling.
9. Customer Data Platforms
I’ve seen it noted that the Data Management Platform (or DMP) is dead…. Long live the #CustomerDataPlatform (#CDP). The ingestion of data from any data source whether third-party or first party, to create a unified 360-degree view of an individual is becoming key for brands to understand as much as they can about their customer and prospect the channels they interact in and the digital touchpoints they create.
10. Data Clean Rooms
#DataCleanRooms are becoming far more widely accepted and used by brands wanting to share or match their own first party data with third parties such as publisher platforms. Customer data from different platforms is matched to first party advertiser data whilst enforcing security controls.