Cookieless advertising is shaping up to be a doozy, so I asked Jeff for some anxiety-reducing advice on how brands and agencies should shift the conversation internally toward resolution. Before we get into it, if you’ve listened to EP 1 or have already audio-scanned this episode, I’d love to get your feedback on the following:
✍️ Was this information helpful?
🚀Can you leverage it to increase your agility in transitioning towards a cookieless advertising MO?
🙋🏽♀️Yes or no, I’d love to hear from you. Feel free to send me a DM on LinkedIn.
Alrighty, here we go.
Who is Jeff Greenfield?
In 2008, Jeff's career took a pivotal turn when he identified a significant loophole in digital measurement, leading him to develop the first Marketing Attribution (MTA) platform. In 2021, Jeff faced another industry upheaval as privacy took center stage, prompting major players like Apple and Google to make significant changes. Recognizing the imminent obsolescence of existing MTA platforms due to privacy concerns, Jeff pivoted to Provalytics. This privacy-first, AI-driven attribution platform provided context on what marketing attribution in a cookieless advertising future looks like.
In this episode, we dive into the impending cookieless future of digital advertising, Google’s Privacy Sandbox, and alot more. Jeff shares practical steps advertisers can take in the next 90 days and is a must-listen for digital marketers, advertising professionals, and anyone tasked with running programmatic media buys in 2024.
You can reach Jeff via his LinkedIn.
Who This Conversation Is For
Media buyers
Heads of Programmatic
Media agency leaders
Campaign managers
Heads of Digital
Top Insights
Tracing the effect of reduced digital advertising budgets can reveal important insights about the true performance of different marketing channels.
The impending deprecation of third-party cookies represents a significant shift in advertising, requiring marketers to learn how to collect and mine QUALITY first-party data.
Opportunities abound in CTV and podcast advertising, which remain unaffected by the transition from cookies.
Contextual advertising and attribution methods that align with privacy regulations will be pivotal in the upcoming cookieless targeting environment.
Practical steps for advertisers in the next 90 days
What We Cover In This Episode
0:03:26: Jeff shares his experience in media buying and the historical friction between conversion rate optimization and ad targeting.
0:06:05: Media buyers are unprepared for cookie deprecation and must develop a plan to address this imminent challenge, especially when raising conversation starters internally.
0:17:35: Maximizing ROI is critical to overcoming budget cuts and scrutiny amid the pivot to cookieless-favorable creative platforms and solutions.
0:29:49: The complexity of the Google Sandbox and the necessity for third-party providers are discussed, suggesting a shift from user-level data to a broader view for better decision-making
0:39:43: Starting with specific questions from clients to guide the analysis process that determines which cookieless advertising experiments are worth running.
0:42:10: Empowering marketers to communicate the value of paid media efforts confidently over the next ninety days.
0:43:38: Using daily aggregated data and machine learning for attribution modeling.
0:44:45: Providing granular campaign-level information without user-level data.
What You Can Do With These Insights
Start a conversation within your paid campaign team about auditing the quality of your first-party data and using it with solutions like Google’s Topics API in Privacy Sandbox to test cohort-based targeting.
Collaborate with your GTM leadership to carve out an accessible budget for ad measurement in 2024.
Start shortlisting which cookieless advertising solutions may suit your GTM goals, stack, and targeting intentions. That includes looking at solutions like Provalytics, The Trade Desk’s unified ID 2.0, and contextual targeting.
References/Resources
Learn more about Provalytics: Attribution for a Cookieless world
The Cookieless Companion GPT: An analyst-like resource for finding the latest news about cookieless advertising and digital advertising strategies you can use to make the transition to first-party data collection smoother.
Early testing on Cookieless advertising: Publisher ad network Raptive reported findings from week-one test campaigns of the 1% Cookieless audience.
How to get Started with Google Privacy Sandbox: Run through the top APIs you should know as we move towards cohort-based audience targeting.
More about Chae O’Brien
I’m not interested in contributing to the digital noise our feeds get flooded with daily.
If there are topics/trends you’d like me to cover or other areas of these conversations you’d like to dive deeper into, drop me a message via one of the below. I’m a research junkie, and nothing is more fun than finding answers to the doubted or unknown ✌🏼
Website: https://www.chaeobrien.com/
LinkedIn: https://www.linkedin.com/in/chaenara/
Email: hello@chaeobrien.com
How digital advertisers should be preparing for a cookieless future in the next 90 Days