One thing is certain: personalized advertising based on cookies and IDs is destined to disappear. While some players continue to ignore the situation and fight the inevitable, the race for alternative solutions has already begun. The question that must be asked today is: who will be the forerunner and who will be left behind?
Industry players are facing unprecedented challenges: regulatory challenges, with the GDPR and equivalent laws emerging around the world, technological challenges, with the decline of third-party cookies and IDs, and ethical challenges, with users refusing to be tracked.
“Faced with this inevitable change of scenery, it is legitimate to ask ourselves how the various players will evolve in the coming months. At the moment, we can undoubtedly put them into three categories, ”he explains Francesca Lerario, Managing Director Southern Europe, Ogury.
The first category is represented by walled gardens and retailers, which have now become indispensable partners. It is no mystery that they will continue to grow as long as they have access to first-party data, which makes their business sustainable.
The second category brings together traditional operators with campaigns based on cookies and IDs. While this is a short-term approach, these players represent a large chunk of the market. Although they are gradually disappearing from iOS, IDs are still available on Android, while third-party cookies from Google Chrome will be deleted shortly. We are all aware that this model is already obsolete: it is not a question of “if” but “when”. If they don’t embrace change, these players will disappear in the near future.
“Even if today the brands they deliver campaigns that are still based on cookies and IDsthe growing pressure on respect for privacy in the use of personal data will lead them to ask media agencies to stop such activities ”.
This second category also includes unified ID players, i.e. those realities that replicate ID-based technologies within micro-ecosystems that are not scalable, isolated and without interchange. Let’s imagine a international advertiser who, through the media agencymust sign an agreement with each of these entities to deliver campaigns to a target of 300,000 users.
“The third category, finally, is that of open internet operators, who have sensed that a new generation of technologies that respect the privacy of users and independent of cookies and IDs were essential and should emerge in the market”.
“In this case, contextual and semantic targeting solutions appear to be easily implemented alternatives, but not sufficient to really understand the interests of a target and cannot be considered as real differentiating factors. It is necessary to go further ”.
“We at Ogury are confident that the Personified Advertising is the only sustainable alternative to personalized advertising. This less intrusive targeting technology is based on personas and destination, ie where users enjoy the content, rather than on the identity of the users themselves ”.
“If you think about it, ultra-personalized advertising is a degeneration linked to the advent of the Internet. A sporting goods brand that wants to promote a new bicycle doesn’t need to precisely address a small group of individuals interested in mobility on two wheels and living within a radius of 500 meters from its catchment area “.
This brand wants to address a much wider target of 100,000 / 200,000 people who are probably willing to buy a bicycle, and wants to reach them on those sites and apps where they spend more time and not only on those sites where we talk about cycling.
“This is what Personified Advertising offers. This technology is based on historical data and an in-depth understanding of user habits and behaviors, thus allowing the definition of millions of assets and personas “.
To ensure the relevance of the insights, the data are constantly updated and validated through surveys and questionnaires addressed to a large panel of users. This targeting technique is then refined using i delivery data and the performance of ongoing campaigns.
“Personification is the only truly sustainable solution for targeting a large number of potential consumers in a way that is precise and at the same time respectful of privacy “.
The online advertising sector is facing a crossroads: to cling to an old world destined to disappear or to look elsewhere. We at Ogury believe that it is more right and exciting to anticipate a future capable of finally reconciling the expectations of brands and users. In this new era, Personified Advertising will play a fundamental role.