Nothing unexpected from Google’s announcement
Being prepared for a cookieless era
At Teads we have built deep capabilities to understand how people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients.
This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.
This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89, containing their initial proposed alternative part of the Privacy Sandbox, called the ‘FLoCs’.
To be successful in this new era, we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.
Understanding what Google just announced
What did Google just announce?
That their buying platforms (DV360 and Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.
Why are so many people talking about this?
Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.
Is this new news?
Not really. They have been emphasizing their Privacy Sandbox, which would not allow individual level targeting but rather cohorts of at least 1,000 people as the preferred alternative that they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled-out over the next few weeks as part of the new Google Chrome v89.
Are Unified IDs the solution for open web targeting?
Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have limited scale.
What are the solutions then for open web targeting?
To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs and publisher 1st party data. Over-reliance on one approach is not healthy.
How does this affect publishers?
Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetise open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but is accelerating in light of their recent announcement.
What does this mean for programmatic buying?
Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.
How does this impact advertiser 1st party data?
Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.
Is Google really looking out for user privacy or their business interests?
Teads’ position and cookieless solutions
What are Teads’ unique assets in this context?
- Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms, both for technical access to browser-APIs and deep experience around content consumption.
- The historical data analysis and predictive models around content consumption allow precise audience profiling without cookies.
- Multiple years of building, measuring and optimizing various targeting cookieless approaches.
How do we solve for cookieless audience targeting today?
As a result of these unique assets, we can already combine several cookieless strategies and make them actionable at scale for clients:
- Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.
- FLoC and other new Browsers’ API such as the Privacy Sandbox.
- Unique IDs.
- Publishers’ 1st party data.
What role does contextual targeting play for Teads?
Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.
How do cookieless solutions perform?
20% of our current audience targeting is already delivered without using any cookies.
Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.
When will these cookieless solutions be available?
The audience and contextual targeting solutions we described are already available now.
They can be used across all buying channels (Managed Service, Programmatic Deal ID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.
What about precision marketing needs?
Precision marketing is often the cause of 1-to-1 targeting of individuals which contributed to the diminution of trust from the end-user.
Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.
Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1-to-1 targeting needs in a privacy-compliant way.
Any other points to consider beyond targeting?
Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.
How can I accelerate my cookieless transformation?
Get in touch to participate in:
- Teads cookieless bootcamp (education):
- Teads cookieless readiness program (test & learn activation program):
- Self-serve cookieless media buying using Teads Ad Manager
How does Teads support publishers in their cookieless transformation?
We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct sold campaigns within our Teads For Publishers suite.
Remi Cackel, Chief Data Officer, Teads