The advertising landscape on the open internet is changing rapidly as the technology of the past starts to crumble. Google may have called extra time on the demise of the third-party cookie, but brands, agencies, publishers, and technology companies should remain focused on finding a long-term alternative. We’ve heard a similar perspective from our clients who want to avoid swapping a mad-dash in 2021 for a mad-dash in 2023, and are ready to activate parts of the open internet that are currently inaccessible such as Safari and Firefox browser environments.
This is why Quantcast remains focused on and committed to developing sustainable solutions that enable audience planning, activation, and measurement, independent of third-party cookies. Our approach to the demise of third-party cookies is grounded in three pillars: industry standards, interoperability, and innovation–all in service of a free and open internet.
Cookieless activation and measurement capabilities in the Quantcast Platform
Today, at our Fall Virtual NOVA Event titled “Simply Smarter Connections,” we unveil and showcase activation and measurement solutions for a cookieless future. The opportunity is for customers and partners to delve into cookieless environments and see how they can reach audiences without cookies now.
Seamless cookieless activation with a single click
Ease of use has always been central to the Quantcast Platform. In line with that, now, with just a single click, you can enable audience activation in environments devoid of third-party cookies (e.g., Safari and Firefox). This feature does not impact activation and measurement in environments that still have cookies (e.g., Google Chrome). This capability works with activating prospective audiences, and we plan to extend it to retargeting as well as to audience planning in the coming months.
Insightful cookieless measurement
A key feature of the Quantcast Platform’s cookieless solutions is the ability for advertisers to measure and justify investments in cookieless environments. In addition to performance metrics for cookie environments, the cookieless breakdown report gives insights into the following metrics:
- Spend toward cookieless inventory
- CPM of cookieless inventory
- Impressions served on cookieless inventory
- Clicks recorded on ads served to cookieless inventory
- CTR of cookieless inventory
- Uniques/Reach of cookieless activation
- Conversions/Results from serving on cookieless inventory
- CPA from serving on cookieless inventory
New opportunities for customers today
We’ve been fortunate enough to have customers who collaborated with us in building and testing these capabilities. Initial results are very encouraging. “Measurement is the foundation of a sustainable post-cookie world,” said Christopher Barr, Senior Account Manager at Add3. “Quantcast’s one-click cookieless solution allows us to not only activate audiences without third-party cookies, but also gives us the ability to measure results and optimize campaigns based on that information. Our partnership with Quantcast gives us confidence that we will be able to find and connect with our audiences, wherever they are on the internet.”
Now, we invite all our clients and partners to explore these solutions and work with us as we remain committed to helping you navigate complexity, ambiguity, and even the unexpected. By engaging early with our cookieless solutions, you gain access to:
- Previously inaccessible inventory: reach new customers that you couldn’t reach before
- Less expensive inventory: benefit from less expensive inventory due to very little competition (lower CPMs)
- Future-proofed solutions: prepare well ahead of the Google 2023 third-party cookie deprecation deadline
This seamless ability to explore cookieless activation and measurement is available today. The Quantcast Platform was built to ingest multiple signals, including emerging ID and cohort solutions, and combine them statistically to enable data-driven advertising independent of third-party cookies. Our approach has been and will continue to be grounded in innovation on multiple fronts: first-party publisher and audience segments with Quantcast Connect, contextual analysis with Ara TopicMap, as well as consent with Quantcast Choice.