Google’s third-party cookie saga has officially earned its place as the “will they, won’t they” storyline of the ad tech rom-com we never knew we were living in. One minute, it’s over. The next? They’re getting coffee again. According to Digiday, “Google won’t roll out a new standalone prompt for third-party cookies in Chrome,” which means ad tech’s favorite tech is still crashing on the Chrome couch. And while this on-again, off-again drama unfolds, it turns out we’ve learned a lot about love, er…advertising, along the way:
- Contextual Targeting: The Rebound We Didn’t Know We Needed
Turns out the new love interest is smart, scalable, and often cheaper than cookie-based audiences. Contextual targeting isn’t just a fling, it’s proven to be a stable, performance-driven option that gets along with everyone (even your budget). Check out some of the newest contextual partners in Basis like GumGum and Iris. - AI: Your Best Friend Who Was the One All Along
Casting a wide net and letting your DSP play matchmaker can lead to performance magic. Sometimes, you must stop setting up your audience on blind dates and let the algorithm handle the love story. Lucky you, Basis has two best friends: SmartBid (Platform & Basis DSP) and SimpleBid (Platform & Basis DSP). SmartBid allows Basis to adjust bid price and placement/site status based on campaign goals. SmartBid leverages machine learning and builds a unique algorithm to give your campaign (and future campaigns) the best chance at achieving campaign goals. - Digital Awareness: From Sidekick to Star
Who said digital could only be a bottom-of-the-funnel guy? With conversions no longer hogging the spotlight, and streaming video and audio stealing hearts, awareness campaigns are finally getting their leading role, and they’re absolutely thriving. - First-Party Data: The Soulmate You Grow With
As reliable as it comes, first-party data strategies are emerging as the secret ingredient to sustainable success. While there are many ways to collect and activate on first party data, thanks to Chrome’s latest plot twist, pixel-based audiences can still be one of them. Use the Universal Pixel (Platform & Basis DSP) in Basis to build audiences across your website and sell those audiences to your advertiser as part of their programmatic strategy (ask your Account Lead to brainstorm on your go to market strategy!).
Read the full Chrome update here: https://digiday.com/media/google-chrome-will-now-continue-to-use-third-party-cookies/
Sure, cookies might be sticking around – but let’s not lose sight of everything we learned when we thought they were going away. Because just like in the movies, the best relationships (and ad strategies) are the ones that grow, adapt, and stick around long after the credits roll.