In this Q&A, Adform’s John Piccone, Regional President, Americas, spoke with the Custom in-house agency at Digiday Media to spotlight how advertisers are formulating strategies in response. They’re seeking to maximize revenue through media, technology and advertising services, and Piccone’s focus on impacts and marketers’ next steps highlight essential changes teams are putting into place for 2023.

Custom (Digiday): How would you frame the state of third-party cookies for advertisers right now?

John Piccone: First of all, we need to stop thinking that there is a deadline on the horizon to deprecate cookies set by unregulated overlords when in fact, the people have already spoken. Time and time again, promises have been made about the need to clean up our ad tech ecosystem. The deprecation of the cookie was just one stop along the tracks that gave consumers more control. But its impact on a few oligopolists prevented that from happening as quickly as consumers wanted it to, So the people took matters into their own hands.

Today, roughly 40% of consumers surf the internet without cookies. Whether they use Safari or Firefox or tweak their setting to not accept cookies, marketers’ ad dollars are being hurt by cookie deflation. Why? Because most ad tech providers are taking too long to update their platforms and miss all the consumers who have opted out of cookies or use Firefox and Safari.

Custom (Digiday): In that same vein, what are the most important questions advertisers are asking about their advertising campaigns, going into 2023?

John Piccone: Advertisers are scratching their heads and saying to themselves, why have I, the marketer, the entity who supports free media, lost control of my relationship with my customers? Why do these walled gardens exist in a way that I can’t see my reach across platforms and thereby understand my effective frequency of my marketing objectives?

The other question they are asking is, with privacy becoming a critical part of my relationship with my consumers, do I have the right ad tech stack that will prevent me from being sued by California for illegal data sales or wire-tapping by the state of Pennsylvania because I have third-party pixels on my website?

At the crux of these two questions is the role advertising technology platforms play today and tomorrow to protect the three key principles of advertising: publishers, advertisers and consumers.

Custom (Digiday): What’s at stake for the marketing team, in this case?

John Piccone: …read more

Source:: Digiday

      

Author: Aaron