The third-party cookie is going away (eventually, probably), but cookieless identifiers remain somewhat half-baked. First-party data has become increasingly important, but privacy concerns and privacy regulations have also increased. Personalization is a priority for many advertisers, but it comes with added costs. Ad tech firms are becoming much more capable, but this is making the programmatic supply chain a bit more complicated.
These were among the top topics discussed by brand and agency executives during a pair of closed-door sessions at the Digiday Programmatic Marketing Summit, which kicked off on May 22 in Palm Springs, California. The conversations were held under the Chatham House Rule, so Digiday could share was said while maintaining the executives’ anonymity. Here is a sampling of the conversations.
“I need one scalable, proven method that’s not Google. I need it 100% scalable, ubiquitous.”
“When you’re working with different DSPs, can they work with this [cookieless identifer]? There’s this ‘yes and no’ and then ‘I can work with this, but I can’t work with that.’ So you’ve got to find a workaround, and the workaround is this pain in the ass.”
“We work a lot with LiveRamp. It’s a big headache in terms of standardizing how we’re pushing our data and getting it back. There’s always a lot of friction in terms of match rate, how many cookies we’re putting in and getting back.”
“All these different solutions and — some of them could work — but because there’s so many competing interests right now, one or two of them could work but they’re trying to do the same thing or competing so we have to test them and they don’t go anywhere.”
“They’re just too new.”
“To use an analogy, who here has been to The Cheesecake Factory? Who here hasn’t been able