In this context, expansion talked with two companies that were given to the task of creating a digital advertising campaign without cookies and achieved important results: Lotame and MediaMath. The former specializes in data enrichment solutions to meet consumers, while the latter has been selling omnichannel advertising space using enriched data for many years.
Sebastián Yoffe, managing director for Latin America of Lotame, began by explaining the importance of relevant advertising in digital, because to people, “we don’t know what their names are or how old they are, but rather they have certain tastes and interests, if they It shows them the right advertising at the right time, it is very beneficial “, hence that segmented advertising has an important value for advertisers and ultimately, for users.
Large companies like Google, Meta, Apple, etc., are in the position of being both judge and jury, by having millions of captive users on their platforms and at the same time deciding what type of advertising they receive, from whom, and charging for it. . According to Yoffe, to give rise to privacy, a democratization is needed that allows the entire industry to have access to the same rules and more players and users to decide for themselves.
Referring to the current practice of industry, Guillermo Abud, general manager for Latin America of Mediamath, indicates that in the region we abuse cookies. He considers it vital to make an effort to evolve to an identity environment without cookies that will benefit the industry and consumers.
“This process of transition is very slow in the region and we should hurry it, because at the end of the day it will allow brands more control over the audience, to improve the variables of their campaigns and get a better return on investment,” Abud said. In this way, more precision is obtained in the result, which is good for the industry, but in a more secure way and respecting privacy, which is good for the consumer.
In a Lotame survey, it is highlighted that for 22% of Mexican media, the end of cookies in Chrome can mean a loss in jobs caused by the decrease in advertising revenue, so the bet is on its technology called Panorama ID , in which a consumer no longer has multiple identifiers for all their devices (cookies and signals) and instead a unified view of each person’s browsing is generated, but anonymously, to respect their privacy.
This technology includes the notion of “consent” to receive or not advertising, and is maintained during the trip of that identifier through the ecosystem.
With the test carried out with MediaMath, it was found that 31% more impressions were generated than that carried out with cookies information, as well as an increase of 22% in the Google Chrome browser, with active cookies.
Additionally, the same campaign, but based on cookies, had a higher cost, by 116%. Both executives agreed on the importance for companies of all sizes to learn about alternative solutions to the problem of cookies, since it will affect SMEs above all, which in our region base their entire operation on them.
How does Google’s new tool called Topics work?
According to Google, Topics will help the browser categorize thematic series such as fitness or trips when users are exploring the Internet. However, unlike cookies this information is not protected and there is no trace, but when the user visits a web page that supports the Topics API, this receives three thematic corresponding to the last three weeks with which the user has been in contact.
In order to provide greater control and transparency to the user, the new tool will have controls that will allow themes to be removed directly from the browser or disable the function completely, when users do not want that tracking.