The next six months are critical!
Whether it’s testing creative, or data sources for targeting, the good news is that as digital marketers we have always embraced a test and learn mindset. Now is the time to act and get ahead of the curve by running tests to gain the valuable insights you need before cookies go away in the next few years.
So, if you are a marketer, ask your agency to start testing, and if you are an agency, start bringing testing proposals forward now, because once cookies go away, you won't be able to test, and that will be a risky situation trying to hit the KPIs your client has set.
Here are some questions to help you get started.
Step 1: How important is unbiased measurement and creative personalization to your digital marketing campaigns?
If the answer is “not important” (i.e. the reporting you receive from the walled garden ad servers is sufficient and personalization is not a priority) then the ad server will likely not play a strategic role in your future ad tech stack (you can stop here). However, if measurement and personalization are important, you should continue.
Step 2: Do you have a plan to ensure for consumer privacy?
If the answer is no, engage with your ad tech partners or the ANA to understand your options. With the uncertainty of new regulations, and the potential changes from Apple and Google, you will want to ensure you understand how your consumer privacy policies will be impacted.
Step 3: Which identity strategy category best describes your company?
The Identity Strategy Category to which you belong will dictate the scope of activities required to prepare for the cookieless, privacy-first future. The primary consideration will be which partners you choose to work with. It is important to recognize that no single player in the digital ecosystem will be able to connect consumer identity across all touchpoints.
Step 4: Are my campaigns at risk due to a dependency on cookies?
Take an inventory of your “cookie risk” today by taking the Cookie Risk Assessment Diagnostic in our whitepaper. If your risk is on the higher side, start to engage with your ID and ad tech partners and run tests to learn about new strategies you can employ to reduce your risk.
We are here to help!
For more information about Flashtalking’s Identity Framework, or to set up an introductory meeting, please reach out to sales@flashtalking.com. We love helping advertisers solve these types of challenges!
This is the last blog post in the series. We hope this helped you ensure you are fully prepared for the future of ad tech. In case you missed it, read the previous blog post in this series Part 8: Advertiser Identity Strategies.
