Connecting With Consumers in a Cookieless World

While 2019 was the year of consumer privacy awareness, 2020 is already defining itself as the year of building a safer web as leading ad tech platforms join the industry-wide migration away from reliance on cookies, including browsers like Safari and Firefox, and Google’s recent vow to eliminate third-party cookie support in Chrome by 2022.

The transformation to a cookieless world creates a great opportunity for marketers to not only build new solutions but create ones that are safer for the web and place consumer privacy as a top priority. 

In anticipation of the global decline of third-party cookies, Amobee has been actively preparing for this era of change by developing solutions that are aligned with market standards and privacy regulations.

Finding the way forward in a new era of relevant advertising.

New platform technologies, data strategies, and wider adoption of panel-based measurement continue to empower brands and agencies with innovative ways to connect with the consumers they care about. Here are just some of the many adaptive responses to a cookieless world that we’re seeing: 

• More advertisers apply their first-party and contextual targeting capabilities, giving them the ability to improve attribution and measurement while remaining privacy-compliant.
• The building of custom, bespoke segments to help manage cross-screen frequency, maintain share of voice, and reach unexposed viewers. 
• Increased use of enhanced attribution and panel-based measurement solutions to better determine how campaigns drive brand lift, foot traffic, sales, and cross-screen reach.

Amobee embraces ad-supported content that respects consumer privacy. 

Amobee is committed to consumer choice by building ethical data solutions and honoring opt-out that will ensure the protection of our consumers’ privacy rights with only safe and effective use of data.

Amobee believes the future of precision marketing will be underpinned by a hybrid model that utilizes multiple forms of opt-in user data, which is why we have invested significantly in multiple opt-in panel data strategies (Nielsen Fusion Panel, Inscape Panel, Amobee Brand Intelligence). 

Last year Amobee partnered with LiveRamp to offer a solution that leverages people-based identifiers (deterministic data) to effectively target and measure an in-market audience without the use of third-party cookies. 

This partnership marks a major step forward into this industry-wide shift to a cookie-free web.

For more information on Amobee’s advertising solutions for the converging, cookieless world, please reach out to us at productmarketing@amobee.com.

 

About Amobee

Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Tremor International, a collection of brands built to unite creativity, data and technology across the open internet.

If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.