The 5 Cookie Questions You Should Ask Your Agency Today

Are you prepared for the cookie-less world? Many changes have already been implemented, with more coming; they may already be affecting your tracking and performance. But don’t panic; it’s not as complicated as you may think. Once you understand what cookies are, MSI has got you covered with the 5 questions you should be asking your agency so we can tackle these changes together.

Question 1: How are we supplementing cookie tracking with identity resolution solutions?

  • As users continue to update their browsers and wait for Chrome to kill cookies off completely, you may see a slow drop-off in conversions due to the change in trackability. We saw this from 2018 to 2019 when ITP 2.0 was implemented and expect a similar change with the recent announcements from Google and the IAB; it wasn’t overnight, but still necessary to update our tracking solution. We were able to track 30% more conversions when supplementing cookie tracking with identity resolution solutions. Ray Kingman of Semcasting dives deeper into the definitions of identity resolution solutions in an interview with AdExchanger, explaining, “Structurally, we are moving from an opt-out structure to opt-in model,” as we will now be reliant upon consumers and data collectors having a more transparent relationship, with some control being granted back to the consumer.

Question 2: How are you minimizing the effect of the loss of third-party cookies?

  • With an Always-Omni approach, we’ve discovered many ways to reach users in a safe, impactful and engaging way. We put in place people-based marketing strategies that utilize secure data points like device ID targeting, IP address segmentation and Wi-Fi connection points. This allows us to segment out the audience and retarget with sequential messaging across all of their devices and channels (perhaps it is a connected TV ad paired with a retargeting digital print message).

Question 3: How did iOS14 affect our current targeting capabilities?

  • We had to make adjustments to our targeting strategies. The new iOS14 updates limits the ability to retarget in the same way. Retargeting can still be an effective tool, although limited due to the new “opt-in” approach. This affects the way we can use audience data but does not affect the ability to target consumers contextually (what they’re reading, consuming, etc.). Moreover, you can target based on device, allowing you to segment out your iPhone users from Android, allowing you to be more efficient with your marketing spend. Thus, when targeting iPhone users (who have updated their OS), it is imperative to adjust your retargeting strategies to focus more on contextual targeting rather than audience.

Question 4: Are we currently tracking conversions in Mozilla and Safari browsers with DCM?

  • Mozilla and Safari have been without third-party cookies for some time now. It’s important to consider this audience when tracking, as these browsers account for 30% of internet traffic. We were able to track 5% more conversions when tracking cross-browser. It’s extremely easy to check if you are. Go into DCM and see if you have checked off “Enhanced Attribution.” That’s it!

Question 5: Do we have access to new updates from data and attribution partners?

  • Google Updates: It’s extremely easy to set up your tracking parameters in Google to account for the new updates. Big picture, Google is working on the Privacy Sandbox “to build innovations that protect anonymity…,” which they explicitly say will not build alternate identifiers to track individuals as they browse.
  • DSPs/SSPs/Data Partners: LiveRamp, Amobee, Magnite, The Trade Desk and many others have owned the conversation in staying ahead of the cookie-less curve, explaining that not much should change, as cookies only affect the browsing internet. They are focused on unifying user identities and audience authentication by offering products that enable a more effective solution for leveraging using user data. For example, LiveRamp touts Authenticated Traffic Solution (ATS) for enabling direct connections between publisher’s inventory and marketers to access private marketplaces (PMPs)
  • Social Apps: Social apps (i.e. Snap, TikTok, Reddit) and premium publishers (i.e. The New York Times) all utilize logins and passwords. This acts as the unique ID that allows marketers to tap into people-based marketing on social. They are unaffected in terms of using their own first-party data; however, their ability to use advertisers’ data (to remarket consumers who visit their apps) will be impacted if solutions aren’t put in place (this can be as simple as updating the DNS for Facebook).

For more information on how to prepare for these changes, please email our COO, Rachel Schulties, at rschulties@marketsmithinc.com to chat today!