The looming cookies apocalypse will see marketers seek out digital environments where users are logged in within, brand safe, premium environments.
A panel, at Nine’s Big Ideas Store, has heard that the abolition of cookie-based marketing will fundamentally change the digital landscape for many brands and marketers.
“I think there is a scenario where there is a two speed economy where you have advertisers who are signed in versus people who are anonymous,” said Ben Campbell, Nine’s Director of Advertising and Data Products referencing the value of logged in environments like 9Now or The Sydney Morning Herald.
“Advertisers will be willing to pay to those audiences they can reach and accurately identify.
“Anonymous users who can’t be tracked will attract lower prices and lower CPMs.”
For a full breakdown of the session see below:
Timecodes:
0.00 Ben Campbell presenting on the impact of the “cookie apocalypse”
15.00 Cookies the challenges and overcoming the technical challenges – why premium publishers are in unique position.
23.00 The role of digital prospecting going forward and the death of retargeting. access their data.
26.00 Attribution in a post cookies world.
36.00 Building digital cohorts and the impact on smaller publishers.
38.00 Impact on the regulatory landscape.
45.00 Impact of IOS’ tracking changes.
51.00 First party relationship – publisher and advertiser need to have direct relationship.
55.00 Changing consumer mindset towards privacy and tracking.
61.00 Digital’s two speed economy – audiences who are signed in will be more valued.
