A Renaissance for the Web: Moving on from Cookies by Ruben Ayala, Viant | SIC 2022

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The constant pressure on marketers to prove return on ad spend (ROAS) is receiving particular emphasis heading into 2023. Economic headwinds are signaling uncertainty, retail is transforming rapidly as shoppers return to stores after over two years of quarantine and a mainstay of digital advertising — third-party cookies — are continuing to collapse. The good news is that marketers don’t have to navigate these challenges (and opportunities) alone. Learn how this fast-evolving digital landscape can remake programmatic advertising to benefit marketers and consumers alike. Heading into next year, what trends can marketers expect in digital advertising, and how can they leverage the power of people-based advertising to succeed in the evolving landscape?

A Renaissance for the Web:
Moving on from Third Party Cookies

COOKIES… THE BAD, THE WORSE AND THE UGLY
The entire Internet ecosystem was
built with cookies at its core
Cookies are going away… they were
subpar to begin with CTV and
Safari/Firefox already have NO
cookies
Extra time provides stability to test
and prepare or say goodbye to
conversions. Say hello to skyrocketing
cost per customer

COOKIE-BASED DSP TECHNOLOGY IS OBSOLETE
AUDIENCE TARGETING REACH & FREQUENCY MEASUREMENT

KEY TRENDS
 First-Party Data
 Connected TV
 Emerging Channels

FIRST-PARTY DATA IS THE GOLD STANDARD
Message your
loyalists to increase
frequency
ONBOARDING
STRATEGIES
Identify in-market
shoppers based on
site visitation
Suppress current
customers to win new
customers
Incentivize lapsed
shoppers to come
back
NEW OR LAPSED CUSTOMERS
EXISTING CUSTOMERS

GROWING CONNECTED TV SEGMENT
As cord cutting continues and premium publishers join the ad-supported market, advertisers are turning to CTV to
reach a captive audience.
(1) Source: eMarketer, February 2022. (2) Source: eMarketer, March 2022.
SCALE ADDRESSABILITY MEASUREMENT

MEASURING WHAT ACTUALLY MATTERS
PURCHASED
IN-STORE
Saw CTV
Branding Ad
Served a Display
Ad on Desktop
Served a Video
Ad on Tablet
Receives Mobile
Coupon
Exposed DOOH Ad &
Retargeted on Mobile
MIA JOHNSON

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