A hot topic in the digital marketing world continues to be the future of 3rd party cookies and how the industry will adapt once they are completely deprecated. To give our perspective and provide insight into how we are approaching this important shift, we recently hosted a webinar discussing everything from proposed solutions for a cookie-less future to trends on privacy, regulation, and walled platforms.
To keep the conversation going and extend full transparency, we’re answering some of the questions we were unable to cover in the live webinar Q&A session. Providing the answers is our live webinar host, Adam Dhanens, an Oracle Data Cloud End User Platforms Product Manager.
Looking for more context? View the webinar on-demand:
Adam: The Oracle DMP is well positioned to continue offering outsized business value for advertisers in a post-cookie world. At its foundation, the platform was built to be ID agnostic. That means throughout the last decade, and now moving into the future, we offered our data collection, enhancement, and activation solutions on all new ID spaces that were introduced. As the industry evolves to embrace alternative identity standards, whether it be hashed emails, PII-match, segment-level data activation, etc., the Oracle DMP will quickly adopt and realize values for customers.
Our flexible integration framework allows new ID spaces to be supported for ingestion and activation quickly and easily. In addition to this, Oracle Data Cloud’s expertise in both identity and contextual intelligence positions the platform uniquely to address future people-based solutions and “un-profile-able” environments.
We feel strongly that there is no single solution to solve an advertiser’s needs in the future or capture all the lost addressability with the deprecation of 3rd party cookies. Therefore, we are committed to building a suite of solutions that addresses each segment of the consumer landscape at all levels of “profile-ability.”
Adam: First party data is any data collected by the brand who owns the relationship with a consumer and used by that brand to enrich that consumer's experience. A few examples of this data include a brand loyalty program, purchase history, communication preferences, or consumer-supplied demographic information.
Third party data is information that was aggregated and made available for purchase. A few examples of this data include publicly available demographic data, online behavioral data, or consumer preferences. It's common for brands to use a combination of 1st party and 3rd party data to drive deeper relationships with their consumers.
Adam: Oracle DMP will continue to offer robust insights and analytics capabilities on non-cookie identifiers while actively expanding non-cookie sourced data. Third party data will continue to exist on device IDs and offline identifiers and so insights must be populated from those sources.
Adam: Yes, Oracle has a 1st party cookie and is currently building that capability into the Oracle DMP. The cookie is one identifier among many, and a combination of identifiers are needed, from myriad data signals, for marketers to deliver effective advertising. Email addresses, a brand’s unique customer ID, device IDs, and loyalty and references numbers are examples of the many non-cookie identifiers you can leverage. Using multiple identifiers means you can traverse adtech and martech ecosystems across any channel, device, or platform, and, ideally, have a seamless conversation with customers on their unique path to purchase.
Adam: First-party cookies are limited only to same-site tracking and activation. By their nature, they cannot be leveraged for tracking or activation across websites. While 1st party cookies are not a panacea for lost addressability from 3rd party cookies, it is still a valuable tool in the toolkit for a multipronged targeting strategy.
Adam: Yes. Already today, the industry and the Oracle DMP share and transact on device identifiers (for example, mobile advertising IDs, connected TV IDs, plus others) as well as authenticated traffic to an advertiser’s website (for example, hashed emails, PII-match, and others). You can expect that additional data will be shared on device and authenticated user identifiers via existing industry infrastructure and new industry capabilities as the space evolves.
Adam: We are fortunate to work with advertisers across agencies, publishers, and brands from all industries. What we have found is there are general best practices that can be attributed to specific industries (or across business types), but a strategy is usually very nuanced and specific not only to industry but to business. Our team of DMP service experts have deep industry knowledge, and partner with brands across industries to craft strategies that support their unique business challenges, goals, budget considerations, target consumers, and other variables.
Adam: In general, consumer privacy regulations around the globe have not directly impacted the technical mechanisms used for digital advertising. California Consumer Privacy Act (CCPA) and other similar regulations have introduced user consent and data transparency rules and guidelines while labeling certain identifiers as PII.
Adam: Third party data remains relevant even as 3rd party cookies are eliminated. Third-party data is collected and activated on alternative device types and will still be available for targeting and modeling in the future.