Daniel Heer , CEO and founder of Zeotap, wanted to
Posted: Tue Jan 07, 2025 6:13 am
Following Google's recent announcement to delay the disappearance of third-party cookies until mid-2023, Zeotap, the digital industry leader with its CDP (Customer Data Platform) and its Universal ID solution, ID+, wanted to bring together the main players in the sector to address the challenge of a cookieless future. To this end, it has organised, together with Programmatic Spain, the event Navigating towards a cookieless future, in which renowned speakers from companies such as Publicis, Grupo Henneo, Dentsu, Amnet, Unidad Editorial and PRISA have participated.
highlight that Google's recent oman number data announcement to delay the end of third-party cookies until the end of 2023 makes perfect sense in the sector, since important changes take time to be made. And it has not surprised all those players in the industry who are looking for a solution to the challenge posed. Because it was not ready yet.
“For such a fundamental change, Google’s initial timeline was too ambitious. And when it was announced, it led to confusion and fragmentation in the digital industry ,” said Heer. “The new timeline for the demise of third-party cookies is much more realistic and gives the industry time to work together to develop scalable and interoperable solutions that inspire confidence in publishers, advertisers and consumers alike. It also gives publishers and advertisers a more feasible timeframe to collect first-party data to cope with a cookieless future.”
At the same time, Heer wanted to emphasize that the new calendar does not reduce the urgency for the industry to adapt to the new reality . Because, “this time ,” he said, “is only sufficient if all the actors continue to move quickly. And in the case of brands and media, they do so in order to have solid data of their own.”
Regarding first-party data, it was highlighted during the sessions that in order to properly implement this pillar, industry players must take into account everything from having new ways of collecting data that respect users' preferences to implementing appropriate technologies that allow them to be unified and activated with the due consent of consumers. All of this will help publishers to have an inventory that can be monetized appropriately, as well as advertisers to properly and personally target consumers.
On the other hand, the important role played by Europe, as well as by its media and advertisers, has been highlighted, since it must be considered a key area at a global level in the creation of global digital solutions that must take into account its particular requirements.
highlight that Google's recent oman number data announcement to delay the end of third-party cookies until the end of 2023 makes perfect sense in the sector, since important changes take time to be made. And it has not surprised all those players in the industry who are looking for a solution to the challenge posed. Because it was not ready yet.
“For such a fundamental change, Google’s initial timeline was too ambitious. And when it was announced, it led to confusion and fragmentation in the digital industry ,” said Heer. “The new timeline for the demise of third-party cookies is much more realistic and gives the industry time to work together to develop scalable and interoperable solutions that inspire confidence in publishers, advertisers and consumers alike. It also gives publishers and advertisers a more feasible timeframe to collect first-party data to cope with a cookieless future.”
At the same time, Heer wanted to emphasize that the new calendar does not reduce the urgency for the industry to adapt to the new reality . Because, “this time ,” he said, “is only sufficient if all the actors continue to move quickly. And in the case of brands and media, they do so in order to have solid data of their own.”
Regarding first-party data, it was highlighted during the sessions that in order to properly implement this pillar, industry players must take into account everything from having new ways of collecting data that respect users' preferences to implementing appropriate technologies that allow them to be unified and activated with the due consent of consumers. All of this will help publishers to have an inventory that can be monetized appropriately, as well as advertisers to properly and personally target consumers.
On the other hand, the important role played by Europe, as well as by its media and advertisers, has been highlighted, since it must be considered a key area at a global level in the creation of global digital solutions that must take into account its particular requirements.