Mobile ads aren’t much impacted by the loss of third-party cookies, but Apple’s post-iOS 14.5 restrictions on its IDFA device ID has a similar effect. Attribution company Singular reports the Apple changes hurt ROI for social networks and boosted results for intent-based networks. It may not be entirely coincidental that the Apple’s own Search Ads Network was among the big winners.
Marketers are overconfident in their ability to adjust to the loss of third-party cookies, scolds this IAB report. While 77% say they’re prepared for the changes, most are not taking steps like collecting more first party data (59%), changing measurement strategies (66%) or using more AI (69%). One reason marketers may be chill: the report notes that cookie loss directly impacts up to $10 billion in open real time programmatic ad bidding, but not that this is a tiny fraction of the $700 billion global ad market.
Product-led marketing – where sales are generated primarily by free trials – is one of the ways that some marketers can redirect budgets which would otherwise have gone to cookie-targeted web ads. Endgame supports this by collecting data from all company systems and using it to decide which accounts need attention. Yes, there’s a CDP vibe to that, although they don’t mention the term. They did mention their $30 million Series B.
Digital advertising platform PubMatic’s new partnership with GroupM, WPP’s media investment group, will enable the delivery of AI-powered cohort modeling to advertisers. Using a distributed AI model developed by Resolve, the collaboration aims to generate privacy-compliant audience segments across multiple publishers simultaneously. Not only does the targeting not rely on third party cookies, it also eradicates the need for user data to be moved or shared during the ad buying process.