“Knowledge-Pushed Considering” is written by members of the media group and incorporates contemporary concepts on the digital revolution in media.

At this time’s column is written by Nitin Rabadia, business director, Kepler Group.

As an business, we’re responsible of procrastination. With simply months till third-party cookies are deprecated, so many advertisers are nonetheless twiddling their thumbs. Some entrepreneurs are intentionally doing nothing to organize. They’re betting on extra delays, just like Google’s Chrome cookie elimination hesitation.

However procrastinating is a curious and harmful method.  

The concept that advertisers don’t have to do a lot as a result of Massive Tech will repair this downside for them is a fallacy. So, too, is the concept that there will likely be a universally adopted answer that may work throughout all markets.

For any advertiser that has not but devoted the mandatory time and sources to organize for the dying of the cookie, there’s nonetheless a window of alternative. Nevertheless it’s closing quick. Listed here are the important thing actions advertisers ought to take whereas there’s nonetheless time.

Conduct a danger and alternative evaluation

First, audit. Advertisers – significantly these hesitant to commit to alter – ought to begin with a survey or SWOT evaluation earlier than they think about options.

By mapping its dependency on third-party cookies, a model will shortly determine its stage of publicity. Areas to evaluate embrace: advertiser-managed advert servers, DMPs and shopping for platforms; monitoring, focusing on and measurement capabilities; and what number of gross sales are linked to the usage of third-party cookies.

Advertisers also needs to assess how a lot Fb and Google advertising they depend on, what particular person channel funding seems like and the way a lot second- and third-party information drives their efforts.

After an inside audit, it’s additionally important to audit the market – platforms, advert tech, measurement companies, publishers – to judge out there options. As a result of many cookieless options are open supply, there’s additionally alternative to check them and collaborate on enhancements.

Put money into a buyer information platform

Virtually universally, audits will reveal that first-party information underpins your entire promoting ecosystem. 

It doesn’t matter what different to third-party monitoring the business adopts – be it contextual promoting and “clear rooms,” Google’s “Subjects” or Unified ID 2.0 – it’s the shift to first-party information that advertisers ought to prioritize. Enter buyer information platforms. 

Nicely-prepared advertisers have already both invested in an enterprise buyer information platform (CDP) or have constructed their very own. These platforms unify information of all prospects, their information and their consented attributes. Third-party instruments and platforms then plug into this software program to execute promoting and analyze efficiency.

A very good CDP ought to have the ability to navigate platforms of all scopes, not simply media shopping for. It’s additionally clever to map and perceive CDPs’ present limitations in areas reminiscent of artistic codecs and focusing on.

Construct writer relationships 

Manufacturers should give attention to constructing relationships with particular person publishers to know how their first-party information can be utilized with out monitoring cookies through a 3rd social gathering. Delaying that is dangerous. Publishers have a lot to supply, however partnering with them requires a level of experimentation for manufacturers.

Converse with publishers and discover the shift towards segment-based or group-based information sharing, predictive modeling AI and contextual promoting, which can supply proxies for audiences as a protected substitute to cookies. 

Watch the macro traits

For any procrastinators that also want convincing, simply have a look at what the world’s most profitable advertisers have already finished. Acknowledge that digital promoting is within the foothills of a brand new revolution, powered by a unique kind of information and a brand new philosophical method.

The halcyon days of low Fb CPMs and excessive efficiency have come to an finish. The web advert market is rather more sophisticated now. New channels, alternatives and applied sciences are making the established order out of date.

Advertisers should adapt to this actuality. The long run would require manufacturers to undertake a single information technique for your entire enterprise, and that requires a holistic method from the advertising operate.

Essentially the most bold companies have this sorted already. They may hit the bottom operating, whereas the digital procrastinators will likely be left within the mud.

Comply with Kepler Group (@KeplerGrp) and AdExchanger (@adexchanger) on Twitter.