{"id":1640,"date":"2021-09-24T08:30:14","date_gmt":"2021-09-24T12:30:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/24\/how-to-keep-the-party-going-in-a-cookie-free-future\/"},"modified":"2021-09-24T08:30:14","modified_gmt":"2021-09-24T12:30:14","slug":"how-to-keep-the-party-going-in-a-cookie-free-future","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-keep-the-party-going-in-a-cookie-free-future\/1640\/","title":{"rendered":"How To Keep The Party Going In A Cookie-Free Future"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Andy Gallagher, VP of Client Engagement, Analytic Partners<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Google&#8217;s postponement of stopping third-party cookies may help advertisers that felt unprepared for the changing digital landscape, but those changes will come \u2013 sooner or later. The momentum of data protection regulations and increased consumer awareness will continue.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While we have never completely relied on third-party cookies \u2013 by offering Commercial Mix Analytics we don\u2019t need them to measure effectiveness \u2013 we are indirectly affected. Because now many of our customers \u2013 in the retail sector and beyond \u2013 are searching for information and advice on how they can display targeted advertising in the future and how to measure the digital impact as precisely as possible.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The good news is there are alternatives to relying on cookies for measurement (as attribution models including multi-touch attribution (MTA) do) and clear steps that retail brands and providers should take now to be prepared for future success.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<h4 class=\"wp-block-heading\"><\/h4>\n<h4 class=\"wp-block-heading\"><strong>Grow with the flow<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">First and foremost, accept that cookies will disappear despite Google\u2019s delay. Companies need to proactively prepare rather than procrastinate further because Chrome&#8217;s blocking of cookies is just another milestone on the inevitable path towards greater privacy protection.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to targeting, too many companies are far too passive, or they are secretly hoping for an alternative to magically appear \u2013 which will not happen. Instead, combining approaches will be necessary \u2013 such as looking into Google\u2019s cookie replacement mechanism FloC, the rebalancing of existing options such as contextual targeting, or a return to customer-centered marketing by developing robust analysis of existing first-party data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many retailers have embraced the concept of loyalty programmes and one of our clients added significant value when it started leveraging its loyalty scheme for business growth. With a thorough analysis of its data, we identified growth levers per consumer segment and determined the best combination of marketing\/CRM to increase ROI and Customer Lifetime Value. We helped shape a completely new approach and identified a multi-million-pound opportunity across several strategies.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Look past the easy way<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Retail brands should be just as proactive when measuring impact. MTA models are still very popular, but their speed and need for constant adaptation mean they have never really lived up to their promise.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands need to seize this moment, take a deep breath and a step back. They should ask themselves how short-term they want to plan and whether that makes sense. What alternatives are there to demonstrate effectiveness robustly and quickly enough, and to optimise marketing activities at the same time?<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Support the development of tools<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">The vast array and complexity of available marketing channels, measurement tools and metrics don\u2019t help achieve unified analysis and evaluation. And as we\u2019ve already said, some of these providers rely on cookies. Marketers and brands struggle to keep track of which drivers are responsible for performance changes so providers need to rethink and adapt their solutions and measurement tools as well.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By working closely with our customers, we can learn from their experiences \u2013 and this helps optimise our Commercial Mix Modelling (CMM) approach, creating faster and more granular marketing decision-making, even without cookies. Brands can find out which of their activities are effective and efficient, adjust strategies monthly by using Live Models, use test &#038; learn on campaign elements, and simulate optimisation scenarios.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Mix it to your own taste<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Whether for targeting or measurement, success lies in finding the right marketing mix for a specific company\u2019s needs \u2013 one that is tailored to the brand and the consumer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are many options that can be adapted to a wide variety of companies \u2013 nobody needs to take a one-size-fits-all approach nor feel that they can\u2019t survive without third-party cookies. Marketing will quickly find its way without them, as it did for so many decades previously.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>While we have never completely relied on third-party cookies \u2013 by offering Commercial Mix Modelling we don\u2019t need them to measure effectiveness \u2013 we are indirectly affected.<\/p>\n","protected":false},"author":7,"featured_media":1641,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-1640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Keep The Party Going In A Cookie-Free Future | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-keep-the-party-going-in-a-cookie-free-future\/1640\/\" \/>\n<meta property=\"og:locale\" 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