As mentioned above, advertisers primarily focused on device and browser-based identifiers—cookies and MAIDs being the two most common. There likely won’t be one replacement for those universal identifiers. Instead, there will be a combination of solutions and approaches so that advertisers continue to get the most from their investments while also delivering relevant messages to consumers in appropriate environments.
The future of identity will include both known and anonymous approaches to audiences.
“Advertisers need to diversify their approach to data-driven targeting and measurement.”
Because Oracle Audiences has been closely connected with third-party cookies, any shift away sparks questions around the viability of Audiences. However, it’s important to note that third-party cookies and third-party audiences are two different things.
Third-party cookies are set by a domain, other than the website you are visiting, via a code placed on the website, while first-party cookies are created, published, and controlled by the website you are visiting. Third-party cookies help predominantly with cross-site tracking, profiling, retargeting, and ad serving.
Because marketers require a variety of data and identifiers to support their activities, third-party cookies, on their own, tend to be a poor representation of an individual and shouldn’t be relied upon as a sole identifier.
Third-party audiences encompass a variety of audience types and datasets. Many marketers create third-party audiences by combining available offline and online data from various sources, including retail purchases, automotive purchases, loyalty card information, demographics, and cookie IDs.
Removing third-party cookies from the audience creation and delivery mix means marketers will have to rely on other identity data signals, such as:
The added benefit of using multiple identity signals is that marketers can carry on seamless conversations with consumers across any channel, device, or platform.
Context has always played a significant role in how advertisers reach people in a consumer-centric capacity, and there’s a lot of innovation happening in context-based targeting.
In addition to contextual tactics, the future of digital advertising will have a larger focus on broader, data-informed contextual targeting, which will bring added intelligence and a deeper understanding of which content is most likely to reach the target audience.
Identity measurement must involve objective solutions built to measure real people across platforms.
The Oracle Moat measurement solutions suite leverages the best science available to connect ads back to real people. Our verification offering, Moat Analytics, functions without identifiers today and will offer the same, privacy-friendly functionality in the future.
We also see a future dependent on registration-based integrations and panel data. We will continue to invest in technology that provides this and work with cookie-based partners to transition the remaining third-party cookie linkages to person-based matches in the future.