3 Tips for Cookieless Activation
Building and adopting a cookieless strategy is essential. Here are 3 steps to future-proof your programmatic campaigns to ensure you reach your audience and drive measurable outcomes across the open web.
Here’s how to get started now:
- Assess your readiness: Look at how audience data signal loss is already affecting your ability to advertise effectively, specifically how many (or little) impressions you are delivering programmatically in browsers like Safari and Firefox today. Here are some useful questions to ask: What portion of your audience uses browsers that don’t support cookies today? How much does it cost you to acquire new customers in Safari and Firefox?
- Leverage all data signals and activate AI: When evaluating your partners, ensure that you are not reliant on stale, third-party data or a single ID (like a cookie). Look for partners that use a multi-signal approach and use contextual, first-party, and cohort data. Ensure that they are using AI to turn this data into predictive models that can find your next customer.
- Measure the impact: Take a crawl-walk-run approach and start to run cookieless campaigns. We recommend allocating at least 10% of your budget for cookieless – to start. Make sure that your ad server is set up correctly to measure modeled conversions. Take your time: you’ll need 8 weeks before you can truly evaluate the success of your campaign. Immediate results are rare. By comparing spend, impressions, uniques, clicks and conversions with and without cookies, you can gain insight into performance and optimize campaigns to maximize results.
If you want to learn more and get started, we are ready to help.
Quantcast solves the addressability gap
Since mid-2021, Quantcast has offered innovative, multi-signal solutions for activation and measurement in cookieless environments. Having supported 900+ advertisers in running over 6,000 campaigns globally, we are well-positioned to guide marketers into the cookieless world of advertising. Our unique platform, named a “next-generation DSP 2.0” in Forrester’s TEI Study, delivers a 44% increase in customer conversions.
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