Navigating a cookieless future

30-second summary:

  • On September 16, Apple launched iOS 14, which is a major overhaul of the Apple operating system and would require users to authorize information known as (IDFA).
  • This was followed by announcements from Google that they will be following a similar path for Google Chrome, effectively turning off tracking on Safari, which commands 90 percent usage on iPhones, and Chrome, which commands five percent.
  • These moves towards user privacy and marketing compliance are effectively a pivot away from the traditional advertising and search marketing industry, which will impact later players like Facebook to national media agencies like GroupM.
  • More details on how marketers can navigate in a cookieless world.

One of the most impactful changes to internet advertising and media has stayed mostly unspoken in agency and SEO chatter. However, like the switch from a desktop landscape to a mobile landscape, there is no reprieve from the coming cookieless world.

On September 16, Apple launched iOS 14, which is a major overhaul of the Apple operating system and would require users to authorize information known as (IDFA). IDFA is used to track user behavior for advertising.

This was followed by announcements from Google that they will be following a similar path for Google Chrome, effectively turning off tracking on Safari, which commands 90 percent usage on iPhones, and Chrome, which commands five percent.

These moves towards user privacy and marketing compliance are effectively a pivot away from the traditional advertising and search marketing industry, which will impact later players like Facebook to national media agencies like GroupM.

Content created in partnership with SherloQ™, Inc.

National TV advertisers and PPC advertisers are not waiting around

Once again led by the advertising and search category of injury law, due to the highly competitive and expensive nature, we are seeing a couple of key movers.

Smith & Hassler, a nationally recognized personal injury law firm that famously uses Judge Alex Ferrer and William Shatner as TV spokespeople, and Mike Slocumb Law, a firm that is known for its use of celebrity spokespeople and a sometimes outrageous style. They are both first use cases of using Natural Language Understanding (NLU) for content and first-party data extraction, and automatic AI, which assists in marketing automation to Google without the use of cookies.

In both cases, the companies are working with and have implemented  SherloQ™, powered by IBM Watson, to implement cookieless changes and compliance to market their websites.

A recent story from AdWeek quoted Andrew Casale about a cookieless future for publishers, who said it best,

“Publishers haven’t seen a recovery in their CPMs, and similar to Root, believes the focus of online media trading will be publishers’ first-party data as such a method of audience targeting will mean less personal information is traded between (comparatively) anonymous ad-tech players.”

The rapid move towards using first-party data and AI automation will not be limited to a single industry. Privacy is a big selling feature and while Apple has allowed an extension to IDFA, mostly due to the time needed for developers to employ these new frameworks, Apple and Google are not going to wait for the advertising industry’s input.

If your agency or enterprise wants to learn more about how SherloQ™, powered by IBM Watson, can help navigate a cookieless world, please download our white paper to learn more about our framework.

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