The advertising industry is one of the most dynamic industries amid today’s rapid technological development. Many new challenges are appearing every year that marketers need to face. One of them is Google’s decision to stop supporting third-party cookies in their Chrome browser within the next two years.
Google’s plan is certainly a hot topic among digital advertising industry players. Even so, Google took this decision with consideration to bring the advertising industry moving forward.
Now, digital marketers should be able to take advantage of this transition by testing various new strategies as we summarize below:
First-party data ownership
Ownership of first-party data will become more important after the Google verdict is carried out. Having data means you have access even to the granular level. This way you can target, measure, and optimize customer activities based on the data you have.
There are various ways that digital marketers can certainly do to gain ownership of first-party data. Starting from the simple to the technical level. Some things that can be considered and easily done are making registration forms, progressively profiling, to automating and standardizing data creation.
Partnership with first-party data owners
On the other hand, the opportunity for brands to collaborate and build deeper with platforms that have large first-party data ownership is also open. Examples such as Amazon and Google. By gaining access to their data set, this will provide space for innovation and pursue channels that can serve ads to the right audience.
In Indonesia, the brand can establish this partnership with Telkomsel which is experienced in processing first-party data. Through this partnership, the brand can gain new insights about the customers it targets. Then utilize these insights to send targeted messages through Telkomsel’s digital advertising inventory.
Contextual Advertising as an alternative to third party cookies
This type of ad is when ads for certain products or services are displayed on contextually relevant placements. For example, if you explore travel sites, you might get ads for cheap flights or hotel deals.
Telkomsel DigiAds itself has a contextual advertising service. Telkomsel Contextual Ads is a method of sending advertisements directly to customers whose content has been adjusted to the context or criteria of the website being visited.
The way it works is quite simple. When customers visit a website, the activity will be translated as a micro-moment. Then, this is used as a platform by the system to send appropriate advertisements to customers using SMS. This will make the advertising message to be conveyed more relevant to the right customers, according to their needs, and is expected to increase the consumer response rate.
If users see targeting cookie-based ads as too aggressive, contextual advertising is the perfect alternative. By showing ads to users who are related to what they are watching, marketers can expect to see higher clickthrough rates and conversions.
Google’s decision to no longer support third-party cookies does not need to mourn. After all, Apple and Mozilla had already done it. Besides, each browser also provides options to block third-party cookies.
However, this announcement is arguably the initial milestone for a new journey in the world of digital advertising. Without cookie data, the primary source of user data is shifted to digital identities such as profiles, subscription participation, or login-based data. Another data source can be a mobile device ID, which is closely related to individual consumers. A highly cookie-based programmatic advertising method also needs to adapt and adopt.
As mentioned above, as part of Telkomsel, DigiAds can help brands utilize Telkomsel’s first-party data ownership for marketing. Telkomsel itself has optimized the processing of big data since 2014. The data processed can ultimately produce insights about consumer behavior collectively so that it can help in providing appropriate offers to consumers.
This information can be maximized by marketers through Telkomsel DigiAds services to connect to more than 160 million Tekomsel customers throughout Indonesia according to their business needs. Marketers can take advantage of insight into consumer behavior, especially in the use of cellular products, so they can design appropriate strategies for marketing their products.
Contact us via email at email@example.com if you are interested in partnering with us and find out more about how we process first-party data for marketing. Follow our social media on Instagram and LinkedIn to find out more about our insights and also the latest activities.