Cookie apocalypse : est-ce la fin ?

Les éléments intéressants :

After all, the winners in this post-apocalyptic world will be the companies with the most first-party data, namely from login and apps, etc. This of course puts Google, Facebook and Amazon in a very good place within the digital advertising landscape

Eux ont déjà cumulé tellement de data et continue de le faire, que ce n’est pas un point (trop) bloquant à leurs analyses … et les entreprises pourraient vouloir acheter ces datas

L’article sur est aussi super intéressant pour comprendre la structure et le côté technique

L’appel d’infos et la collecte différente est déjà en route :

According to Ari Paparo, the short list of digital marketing activities and technologies at very high risk of extinction are the following:

  • View-through conversion attribution for display banner ads will not work anymore. Say hello to good ol’ last-click attribution!
  • Overall multi-touch attribution solutions will also be obsolete as a result, with perhaps a few exceptions.
  • DMPs without a first-party subdomain server solution are simply finished. (For example, Adobe Audience Manager and Eularian might have a chance as a result of them seeing this coming years ago and securing a first-party server call option. Smart move!)
  • Third-party data vendors in general are finished. If the tracking method collects through a third-party cookie across the web: Goodbye!

Sans parler d’arrivée de plus en plus des stats et de la data science pour « relier » et « lire » les données.

This is because Bayesian statistics and data science will play a big role in stitching back together the mess that will be your marketing performance attribution and measurement data

L’article source :