Programmatic advertising in the post-cookie era: what to do?
Posted: Thu Feb 13, 2025 3:51 am
The much-heralded deprecation of third-party cookies, already implemented by Safari and Firefox, and so far only announced but already extended by Big G, has and will have a significant impact on the performance of programmatic advertising campaigns.
But as is often the case, behind the threats lie exciting opportunities: as we have often observed in a broader context such as marketing, user and customer data is becoming increasingly central and represents a real wealth for data-driven strategies that emphasize personalization, including in advertising.
If, on the one hand, publishers are moving towards the collection and enhancement of first-party data, i.e. all the data distributed by users and customers in their properties, more or less explicitly, advertisers are also moving in this direction.
More and more first-party data can therefore come into play, and when this is not enough, contextual advertising can come into play, that is, the delivery of contextual target campaigns , relevant to the context in which they bahrain mobile database are delivered, thanks to the use of artificial intelligence and machine learning algorithms.
In this regard, here are some aspects that the Politecnico di Milano Internet Media Observatory considers crucial for the success of programmatic advertising campaigns in the post-cookie era:
centrality of first-party data ;
the use of the data management platform for aggregated, transparent and efficient management of user data, processed anonymously;
awareness by all stakeholders of the need to further improve transparency across the entire supply chain , through the adoption of an ethical approach to data processing;
increased use of video and native formats ;
the integration of new platforms and channels such as smart TVs, smart speakers, digital radios that will allow you to reach target audiences in increasingly innovative and effective ways;
timely and clear measurement of campaign objectives through the identification of the correct KPIs , also from an omnichannel and cross-channel perspective.
Privacy, contextualization, transparency, ethical approach to data management: in the post-cookie era, programmatic advertising has interesting challenges to overcome but it will be able to evolve while always guaranteeing high levels of personalization.
But as is often the case, behind the threats lie exciting opportunities: as we have often observed in a broader context such as marketing, user and customer data is becoming increasingly central and represents a real wealth for data-driven strategies that emphasize personalization, including in advertising.
If, on the one hand, publishers are moving towards the collection and enhancement of first-party data, i.e. all the data distributed by users and customers in their properties, more or less explicitly, advertisers are also moving in this direction.
More and more first-party data can therefore come into play, and when this is not enough, contextual advertising can come into play, that is, the delivery of contextual target campaigns , relevant to the context in which they bahrain mobile database are delivered, thanks to the use of artificial intelligence and machine learning algorithms.
In this regard, here are some aspects that the Politecnico di Milano Internet Media Observatory considers crucial for the success of programmatic advertising campaigns in the post-cookie era:
centrality of first-party data ;
the use of the data management platform for aggregated, transparent and efficient management of user data, processed anonymously;
awareness by all stakeholders of the need to further improve transparency across the entire supply chain , through the adoption of an ethical approach to data processing;
increased use of video and native formats ;
the integration of new platforms and channels such as smart TVs, smart speakers, digital radios that will allow you to reach target audiences in increasingly innovative and effective ways;
timely and clear measurement of campaign objectives through the identification of the correct KPIs , also from an omnichannel and cross-channel perspective.
Privacy, contextualization, transparency, ethical approach to data management: in the post-cookie era, programmatic advertising has interesting challenges to overcome but it will be able to evolve while always guaranteeing high levels of personalization.