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As cookies crumble, NBCUniversal is gunning for the top slot on the media and entertainment advertising leaderboard. The media giant yesterday debuted its own first-party identity solution — and amid an increasingly crowded field, the company feels confident it can outplay its competitors. John Lee, the company’s recently appointed chief data officer, explains why.
Google’s decision to deprecate third-party cookies on its Chrome browser (although now delayed until late 2022) has sent shockwaves through the digital marketing community. With much of the industry heavily dependent on these cross-site digital identifiers for tasks such as targeting and remarketing, the search is on for alternative ways to locate and track target audiences online.
Brands that adopt measurement programs and test and learn can achieve up to 75% more in return-on-investment (ROI) gains than those that don’t, according to the latest report from Analytic Partners’ ROI Genome. This means that for brands that want to get ahead and futureproof for tomorrow, the winners will be those that are proactive rather than reactive in measuring their overall business beyond campaign performance.
As marketers across the globe fret over the impending demise of the third-party cookie, Mirriad’s global head of research and insights Tim Jones makes the argument that cookie deprecation actually creates valuable new opportunities to create relevance, deliver personalized, effective messages, drive performance and measure impact.
With the deprecation of third-party cookies looming over the ad industry, marketers and publishers alike are focused on strengthening their direct consumer data relationships. A core pillar of that strategy is handling the data they collect directly from users and customers (known as first-party data) in a privacy preserving manner.