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a post-apocalypse favourable to editors

The announcement of the end of cookies has been making headlines for years now, fuelling various alarming forecasts. Although Google has been continually delaying the removal of cookies (now planned for 2023), most of the other key players (Apple, Firefox) have already taken the plunge in an effort to protect users’ privacy.

What’s a cookie?

A change affecting mostly the digital giants

With this new paradigm, the business models of all those involved have shifted:

  • Reduced number of programmatic transactions for ad techs;
  • Lowered revenue for editors;
  • Increased eCPM and CPA for advertisers given the more limited inventory.

The future pieces are falling into place, with editors leading the way

The risks are very real, but several alternative measures already exist, such as:

  • users’ engagement, via interactions on social media;
  • brand lift surveys, which help measure the impact of ads on a target group compared to an audience who isn’t exposed to the campaigns.

Cookies are not the only identification markers

Email authentication is one of the most advantageous solutions, allowing for multi-platform analysis of consumers’ media habits. Already used by several players, this type of identification makes it possible to measure—if not control—360 advertising exposure.

First-party data, a new goldmine

The race to acquire first-party data is accelerating. In parallel, various partnerships between stakeholders are created to share and enhance their respective databases.

Quebecor is actively working toward this as well, creating a solid ecosystem of proprietary data and developing multi-platform profiles. These efforts aim to ensure a lasting business model and promote synergies with our partners.



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