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40% of digital inventory already cookie-free

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With the announced removal of third-party cookies, the online advertising industry is grappling with unpredictability. This uncertainty is the result of a combination of legal, technical and even political factors. This makes it very difficult for anyone to predict the future. Yet it is not just an old world that is dying before our eyes, but the birth of a new, more respectful one. What awaits marketers and adtech players in Europe? To find out, I asked Katja Henneveld, head of Benelux and France at Danish adtech Adform, to shed some light on this topic for our readers.

Future of online advertising: 40% of digital inventory already cookie-free

Digital advertising
Adform’s Katja Henneveld predicts the birth of a new world of digital advertising

Transparency: This podcast is produced in partnership with Mobile screen on behalf of Adform, a solution provider for digital advertising. We wrote this ticket with our objective usual of independence and of authenticity.


As Katja Henneveld puts it, “there is a lot of confusion right now” in the adtech world; and all this does not make life easier for advertisers. “They’re baffled and wondering, ‘Should I act now or wait for Google to come up with something new?’ “.

online advertising
Katja Henneveld

Technical unpredictability

Many browsers ditched third-party cookies years ago and they continue to add anti-tracking devices to their software.

Chrome also announced the end of cookies for 2023. It’s no big surprise for Katja, but it’s still a challenge for this sector, she told us.

In France, 40% of digital inventory is already cookie-free

“How are we going to keep running the programmatic advertising that this industry has become so used to? she continued. “We used to rely on third-party cookies for targeting, retargeting, capping, etc. »

Legal unpredictability

We are currently in a somewhat gray area, where data should be protected but is still used. Industry players are waiting for an agreement between the United States and Europe, but there is a lot of legal unpredictability.

And “in the meantime, marketers have to come to terms with this,” adds Katja.

A new era of permission marketing

Third-party cookies are doomed to die, it’s a matter of time

“First-party IDs will put the power back in the hands of consumers,” said Katja, “So this is positive news even if the disappearance of third-party cookies is still a topic of discussion in our profession.”

“It’s a future without third-party cookies, that’s for sure, but it’s still very positive. Many things that you could do with third-party cookies, you can do with these “first-party IDs” specifies Katja.

“Google might also come up with something new next year,” adds Katja.

A tipping point for the industry

“Programmatic advertising has had a bad press for several years due to data privacy, GDPR and lack of transparency issues. I think this is a tipping point for our industry, there is hope that eventually we will separate the wheat from the chaff,” Katja concluded.

About Adform

Adform is a Denmark-based European Adtech company that was founded 20 years ago. Since its inception, “Adform has developed technology aimed at improving human/machine collaboration and providing augmented intelligence; this in order to improve the results of its customers in more than 25 countries around the world”. The company claims to have built “the most open and transparent advertising technology platform on the market”. Learn more about Adform

Yann Gourvennec
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