{"id":32905,"date":"2023-09-25T16:01:02","date_gmt":"2023-09-25T20:01:02","guid":{"rendered":"https:\/\/quebecorexpertisemedia.com\/?p=32905"},"modified":"2023-09-26T11:15:43","modified_gmt":"2023-09-26T15:15:43","slug":"clean-rooms-the-golden-path-in-the-post-cookie-era","status":"publish","type":"post","link":"https:\/\/quebecorexpertisemedia.com\/en\/clean-rooms-the-golden-path-in-the-post-cookie-era","title":{"rendered":"Clean rooms, the golden path in the post-cookie era?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"32905\" class=\"elementor elementor-32905\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-940c8f3 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"940c8f3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18642be3\" data-id=\"18642be3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-232defe6 elementor-widget elementor-widget-menu-anchor\" data-id=\"232defe6\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"CONSOMMATEUR\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58af8289 elementor-widget elementor-widget-heading\" data-id=\"58af8289\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Innovation : clean rooms<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48faf7d8 elementor-widget elementor-widget-text-editor\" data-id=\"48faf7d8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>With the gradual disappearance of cookies\u2014Google having postponed the end of its third-party cookies to <strong>2024<\/strong>\u2014the programmatic industry is undergoing a major restructuring. And the stakes are high, since it is a question of developing <strong>new solutions for effective targeting <\/strong>and<strong> measuring campaign performance<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-659a01ba elementor-widget elementor-widget-heading\" data-id=\"659a01ba\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Advertisers are going to need support<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-566575a9 elementor-widget elementor-widget-gallery\" data-id=\"566575a9\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;,&quot;content_hover_animation&quot;:&quot;fade-in&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item elementor-animated-content\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/VF_TRADUCTION-QEM4_09_Clean-rooms_SITE_1700-\u00d7-1000-px.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"566575a9\" data-elementor-lightbox-title=\"Advertisers are going to need support\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5MTYsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL1ZGX1RSQURVQ1RJT04tUUVNNF8wOV9DbGVhbi1yb29tc19TSVRFXzE3MDAtXHUwMGQ3LTEwMDAtcHgucG5nIiwic2xpZGVzaG93IjoiNTY2NTc1YTkifQ%3D%3D\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/VF_TRADUCTION-QEM4_09_Clean-rooms_SITE_1700-\u00d7-1000-px.png\" data-width=\"1700\" data-height=\"494\" aria-label=\"Advertisers are going to need support\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b9a7adc elementor-widget elementor-widget-text-editor\" data-id=\"6b9a7adc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Source: WARC, The Future of Programmatic, 2023<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-688cf1c4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"688cf1c4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf67865 elementor-widget elementor-widget-heading\" data-id=\"cf67865\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">The After world is taking shape<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-498b36b9 elementor-widget elementor-widget-text-editor\" data-id=\"498b36b9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>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:<\/p><ul><li><strong>94%<\/strong> of advertisers intended to use <strong>contextual targeting<\/strong> for most or some of their ad spendings,<\/li><li>and the same percentage intended to mobilize the <strong>measure of attention<\/strong>.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1afe5e1b elementor-widget elementor-widget-heading\" data-id=\"1afe5e1b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">First-party data activation at the top of strategies<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7218b7a7 elementor-widget elementor-widget-gallery\" data-id=\"7218b7a7\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/First-party-data-activation-at-the-top-of-strategies.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"7218b7a7\" data-elementor-lightbox-title=\"First-party data activation at the top of strategies\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5MTgsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL0ZpcnN0LXBhcnR5LWRhdGEtYWN0aXZhdGlvbi1hdC10aGUtdG9wLW9mLXN0cmF0ZWdpZXMucG5nIiwic2xpZGVzaG93IjoiNzIxOGI3YTcifQ%3D%3D\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/First-party-data-activation-at-the-top-of-strategies.png\" data-width=\"1700\" data-height=\"852\" aria-label=\"First-party data activation at the top of strategies\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ad8e9ae elementor-widget elementor-widget-text-editor\" data-id=\"7ad8e9ae\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Source : DoubleVerify, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Post-Cookie questions: How Advertising strategies and sentiments are evolving<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, 2023<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15a0c30 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"15a0c30\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-798b6d00 elementor-widget elementor-widget-heading\" data-id=\"798b6d00\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Towards a new era of collaboration between advertisers and publishers\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fd12733 elementor-widget elementor-widget-text-editor\" data-id=\"3fd12733\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In this context, <strong>direct relations<\/strong> between publishers and advertisers are set to deepen. And this, with a view to building <strong>strategic partnerships<\/strong> around data, through the sharing of databases within so-called clean rooms.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a25c0d5 elementor-widget elementor-widget-heading\" data-id=\"a25c0d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Clean rooms are taking centre stage<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-62d4268a elementor-widget elementor-widget-gallery\" data-id=\"62d4268a\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Clean-rooms-are-taking-centre-stage-2-e1695741320437.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"62d4268a\" data-elementor-lightbox-title=\"Clean rooms are taking centre stage\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5NzYsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL0NsZWFuLXJvb21zLWFyZS10YWtpbmctY2VudHJlLXN0YWdlLTItZTE2OTU3NDEzMjA0MzcucG5nIiwic2xpZGVzaG93IjoiNjJkNDI2OGEifQ%3D%3D\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Clean-rooms-are-taking-centre-stage-2-e1695741320437.png\" data-width=\"1700\" data-height=\"981\" aria-label=\"Clean rooms are taking centre stage\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a883b49 elementor-widget elementor-widget-text-editor\" data-id=\"5a883b49\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Sources: DoubleVerify, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Post-Cookie questions: How Advertising strategies and sentiments are evolving<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, 2023 \/ Digiday, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Marketers find first-party strategies easier said than done<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, October 2022<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb06d01 elementor-widget elementor-widget-text-editor\" data-id=\"fb06d01\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Quebecor is actively involved in the deployment of solutions for activating and sharing its first-party data with advertiser partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c006158 elementor-widget elementor-widget-heading\" data-id=\"c006158\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Quebecor: the destination of advanced advertising <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14e9f5b8 elementor-widget elementor-widget-gallery\" data-id=\"14e9f5b8\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Quebecorthe-destination-of-advanced-advertising-.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"14e9f5b8\" data-elementor-lightbox-title=\"Quebecor: the destination of advanced advertising\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5MjIsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL1F1ZWJlY29ydGhlLWRlc3RpbmF0aW9uLW9mLWFkdmFuY2VkLWFkdmVydGlzaW5nLS5wbmciLCJzbGlkZXNob3ciOiIxNGU5ZjViOCJ9\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Quebecorthe-destination-of-advanced-advertising-.png\" data-width=\"1700\" data-height=\"771\" aria-label=\"Quebecor: the destination of advanced advertising\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Innovation : clean rooms With the gradual disappearance of cookies\u2014Google having postponed the end of its third-party cookies to 2024\u2014the 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. 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