SAN FRANCISCO– As the third-party cookie is phased out, the industry must rethink its approach around all media types. In an interview with Beet.TV’s Jon Watts at LiveRamp’s RampUp Summit, Liane Nadeau, head of programmatic at Digitas North America, described how this is especially true for figuring out how programmatic fits into the landscape.
There’s an influx of solutions appearing around this problem, and most of them are supplementing what was already there with the third-party cookie. Nadeau believes that the more effective approach is to consider what got the industry where it is in the first place.
“What we need to do is think about what got us here, which is really deteriorating consumer trust,” Nadeau said. “Letting technology run and really inform how we market to people as opposed to the other way around, and so I think it’s all about taking a step back and think about where we want to go and how we get there.”
The next step is to explore addressability in a smart and responsible way. This will allow companies to build more trust with consumers. Another next move is to think about the rebirth and regrowth of contextual in order to think about moments rather than just people.
“We got so focused on chasing the right cookie, the right person, the right user, that we forgot to care about what moment they’re in.” Nadeau said. “Are they in the right mindset? Are they actually amenable to that type of advertising and that type of conversation and relationship-building with brands at that moment in time?”
Being more aware of this will help to inform creative and will allow companies to craft a more accurate interaction based on the moment itself.
In the early days of first-party strategies, there has been a lot of variation as to how publishers are utilizing this data. Nadeau doesn’t see there being one single standard approach just yet. With clients, on the other hand, there’s a bit of pause as to how to move forward. Much of their approach is dependent on how relient they are on their first-party data, size and scale, and risk tolerance.
“While we all talk about the surface, the cookie going away, that’s the symptom not the illness.” Nadeau said. “The illness is eroding trust. Those brands that are much more focused on maintaining consumer trust, which hopefully they all are to some extent, are the ones who are really digging in deep.”
This video is part of Beet.TV’s coverage of RampUp, LiveRamp’s summit for marketing technology in San Francisco. This series is co-sponsored by LiveRamp and ZEFR.
