As the January 1 deadline for the California Consumer Privacy Act draws nearer, pockets within the ad industry are foretelling doom and gloom for our future state of affairs. Warnings from marketing bloggers predict ominous changes to the industry, with included roadmaps to surviving this marketing apocalypse. This panic-driven mindset is akin to Y2K hysteria, an event you may remember possibly participating in, as the world as we knew it could have transformed back to a primordial pumpkin as the clock struck midnight. Like Y2K, the “death of the cookie” is something based on truths but ultimately blown out of proportion from media hype.
separating truth from hype—3 common concerns
HYPE: COOKIES ARE DYING!!!
truth: cookies are alive and well
HYPE: 3RD PARTY DATA QUALITY CAN DECREASE!!!
truth: data quality may actually increase
After Europe passed GDPR last year, the resulting loss of cookies was mostly considered to come from the less defined and less reputable long-tail of websites and aggregators. Call us glass half-full types, but we see this as a benefit to data analysis, where losing the long tail only allows for stronger signals and more accurate insights. With a thoughtful and streamlined aggregation approach, results can ultimately deliver more accuracy and a better read on where cookies are coming from.
HYPE: EVERYTHING MAY BE FINE NOW, BUT EVENTUALLY IT WILL ALL COME TO AN END!!!
truth: there are readily available 3rd party alternatives to the cookie
At Affinity Answers, we’re excited about the future and continued evolution of programmatic advertising, and we look forward to an industry thriving on transparency and quality consented data.
About Affinity Answers: Affinity Answers helps marketers develop enhanced audiences through brand-level data based on social affinities. The only major audience company with broad access to consumer engagements across Facebook, Instagram and Twitter, Affinity Answers provides an unparalleled view of the connections between brands and customers. Affinity Answers provides syndicated and custom audiences that aid in complementing or extending the reach of current media buys.