Advertisers should start thinking about the editorial context in which they want to advertise next year. Now advertisers can still investigate which context is most profitable. According to media expert Wouter Hulst next year this will not be possible anymore.
In the course of next year, advertisers will no longer be able to create customer profiles and track behavior via cookies. That option will be then disabled from browsers and also in iOS14. Webshops, retailers and other types of advertisers must then adopt a different method.
Untill then it’s a good moment to test new methods and compare the results with the current ones.
A study by the Ster media operator for the NPO, shows that campaigns without third party cookie tracking and with contextually relevant outings score well in an editorial context. Better even than when profile information is used for advertising. It seems that techniques that online advertisers use for target group selection do not give the best results. Old-fashioned advertising works better: find a channel (site or app) where the target audience is and tell the advertising message there.
The media expert also sees a greater role for national reach measurement such as VINEX / NOBO does. Experienced media marketers will remember STIR media reach research. These give advertisers and publishers common tools to measure the reach and results of campaigns.
Of course publishers can work with log-ins. This allows them to work with subscription and targeting and analyse tools and models. For this reason, DPG has recently stopped working with social log-ins from Facebook and Google.
Senior marketers and media experts will probably not displaced by the disappearance of cookie-based data. Rather, they could argue that old marketing theories have not lost their value and can be applied again.