Third-party cookie depreciation has been a hot topic in 2020, with marketers, publishers and brands alike seeking solutions to respond to this pivotal development. Complicating this matter further, privacy-based initiatives such as CCPA, as well as Apple’s changes to its IDFA consent framework further complicate the complex web of how digital identifiers are detected, encrypted and shared across numerous entities. To respond to these changes, several initiatives, coalitions and methodologies have been proposed, but a qualified universal solution has yet to emerge.
One solution that has gained momentum in the last half of 2020 is The Trade Desk’s Unified ID which will eventually operate in a cookie-free capacity. Unified ID is being developed based on the IAB Tech Lab’s Project Rearc, a collaboration intended to establish open industry standards. The Trade Desk is currently on the second iteration of their Unified ID solution (Unified ID 2.0) and it likely more iterations will be developed before a turnkey solution is reached.
Bolstering this initiative, a partnership between Liveramp and The Trade Desk was recently announced, which will allow publishers to access TTD’s Unified ID 2.0 through LiveRamp’s Authenticated Traffic Solution. This provides programmatic buyers the ability to identify and target users across multiple environments including display, in-app, and connected TV through The Trade Desk’s platform.
While much remains to be determined on cookie depreciation, user privacy and a universal digital identifier, Coegi will continue to seek partnerships with industry identify leaders. Both The Trade Desk and Liveramp are long-established and valued Coegi partners. We will continue to develop relationships with industry leaders and prioritize testing of leading solutions as beta opportunities are released.
What does all this mean for brands in 2021?
Without a crystal ball, it’s impossible to say exactly what solutions will prevail or fail next year. However, there are steps advertisers can take to prepare for these changes in the short term.
- First-party data is more valuable than ever. Brands should evaluate CRM practices and ensure advanced tracking is placed across all web properties.
- Brands should also evaluate current data providers, determine what sources have garnered the most success, establish performance baselines that can be used to measure the success of new providers and targeting strategies
- Testing of contextual strategies should be prioritized in 2021, evaluating performance for those segments against top-performing data providers.
For further insights on the ever-changing digital environment, Contact us.