It’s only a matter of time: the world of online advertising is moving closer. to finally abandoning third-party cookies. but publishers still have big challenges ahead
By 2025, unless Google expands further, third-party cookies will no longer be used for. Profiling and measurement, but will become publishers’ first-party data and the cornerstone of targeting and campaign performance tracking.
This is a unique opportunity for egypt phone number data publishers to regain a central role, a significant paradigm shift that nevertheless hides crucial problems.
Audience addressability : the challenge to be met
The biggest benefit of using third-party cookies in advertising over the years has certainly been the ability to reach digitally relevant target audiences.
This is about addressability , that is, the ability to identify and reach specific people through SDA campaigns.
Addressability actually allows you to understand where and how to reach the target audience of your campaigns in order to create effective and personalized advertisements.
Faced with the abandonment of metrics and kpis in contextual advertising third-party cookies, we can understand that the question of addressability becomes crucial.
First-party data and addressability: users at the center of the strategy
While there is no single solution to address uab directory the end of third-party cookies in. Terms of addressability, publishers have the opportunity to address the challenge by investing in the relationship with their audience.
Audience Addressability : How to Increase Data Value with Blendee
This means understanding their audience’s expectations and providing that little extra that encourages users to register and authenticate. All of this translates into a significant investment in the quality of the. Content offering and the creation of high-value personalized experiences.
Publishers must therefore understand their offer well and identify what is of value to their audience.