Innovation : clean rooms
With the gradual disappearance of cookies—Google having postponed the end of its third-party cookies to 2024—the programmatic industry is undergoing a major restructuring. And the stakes are high, since it is a question of developing new solutions for effective targeting and measuring campaign performance.
Advertisers are going to need support
Source: WARC, The Future of Programmatic, 2023
The After world is taking shape
No single alternative will replace third-party cookies, but several strategies combined will strike a balance between user protection and proper targeting. And the change is already taking place in 2023:
- 94% of advertisers intended to use contextual targeting for most or some of their ad spendings,
- and the same percentage intended to mobilize the measure of attention.
First-party data activation at the top of strategies
Source : DoubleVerify, Post-Cookie questions: How Advertising strategies and sentiments are evolving, 2023
Towards a new era of collaboration between advertisers and publishers
In this context, direct relations between publishers and advertisers are set to deepen. And this, with a view to building strategic partnerships around data, through the sharing of databases within so-called clean rooms.
Clean rooms are taking centre stage
Sources: DoubleVerify, Post-Cookie questions: How Advertising strategies and sentiments are evolving, 2023 / Digiday, Marketers find first-party strategies easier said than done, October 2022
Quebecor is actively involved in the deployment of solutions for activating and sharing its first-party data with advertiser partners.