Top 3 Myths with Cookie Deprecation
Debunking Targeted Ad Myths
Writer: Luis Reyes
Date: June 6, 2024
Let’s talk about Google’s favorite delay, Cookie Deprecation, in 2020 Google announced they are removing the cookie, or so we thought. The industry listened to the boy that cried wolf and started to take notice, since then Google has delayed not once but 3 times on when this cookieless future will begin according to this article featured on AdWeek. As of now, the deprecation has been postponed until 2025, giving us ample time to adapt and explore new solutions. Let’s debunk some of the most common myths surrounding cookie deprecation and understand how we can navigate this transition effectively.
There are many misconceptions and theories surrounding the end of third-party cookies. Simpli.fi co-founder and CTO Paul Harrison recently spoke with Digiday on the subject:
“We’re going to continue to test and are actually acting like the deadline before the latest extension never moved. Doing this should put us in a good position for any changes that actually do happen, especially given Google seems to be telegraphing changes pretty well. We have time to react.”
Although the deprecation of third-party cookies has been delayed, there is still plenty of time to understand the variety of solutions that can help you drive performance in the cookieless future.
MYTH #1: THE END OF EFFECTIVE ADVERTISING?
The notion that effective advertising will cease with the end of cookies is highly misleading. At Simpli.fi, we’ve been preparing for a cookieless future from the start. Our platform does not rely on a single identifier system like cookies. Instead, we offer solutions such as ZTV, a zip code-based targeting solution that reaches individuals at a local scale with engaging streaming tv content, Addressable Geo-Fencing, designed with GPS and platline data mixed in with geo-fencing technology that lets you customize your targeting down to a specific household address with privacy and a cookieless landscape in mind.
Our cookieless targeting options also include contextual and first-party CRM targeting, allowing us to deliver ads based on webpage context, trending topics, top keywords, and themes, ensuring your brand is present throughout your audience’s entire buyer journey. This personalized approach ensures your advertising remains relevant and effective, even without third-party cookies.
MYTH #2: PRECISION AND ACCURACY IN AUDIENCE TARGETING ARE COMPROMISED
Contrary to popular belief, precision and accuracy in audience targeting are not compromised without cookies. Simpli.fi’s Geo-Fencing and Conversion Zones technology remains robust, providing precise audience targeting capabilities.
Our innovative approach redefines audience targeting, enabling connections with your audience at critical moments of intent. Whether you’re targeting users near your store or attendees at a trade show, our technology facilitates personalized offers and real-time insights to optimize your campaigns effectively, driving higher engagement and conversions.
MYTH #3: DIFFICULTY IN ATTRIBUTION?
Attribution challenges are often cited as a significant concern with the deprecation of cookies. However, Simpli.fi’s First-Party Data Attribution offers a solution to this issue.
- Our First-Party Data Attribution feature enables accurate measurement of ROI and campaign success.
- By attributing both online and offline transactions to programmatic impressions, we ensure transparency and informed decision-making. This approach provides advertisers with the necessary tools to measure and understand the true impact of their campaigns, even in a post cookie environment.
Moving Forward
As we transition to a cookieless future, it’s crucial to separate fact from fiction. At Simpli.fi, we’re dedicated to providing innovative solutions that ensure your advertising efforts remain effective, precise, and measurable. By staying up to date on industry trends and leveraging advanced targeting techniques we help our partners thrive in this new era of digital advertising.
Embrace the change with confidence, knowing that effective, precise, and transparent advertising is still within reach. Let’s move forward together, debunking myths and embracing the future of digital advertising.
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Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.
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