To Win In The Digital Ad Game, Focus On The End (User)
Frequently Asked Questions
Why should publishers focus on the end user now?
Browser and platform changes (cookie deprecation in Chrome, Apple ITP, Google’s heavy ads policy) prioritize user privacy and experience. Publishers that focus on protecting users and improving UX can preserve trust, offer premium targeting with first‑party data and capture higher revenue.
How does prioritizing data security help a publisher’s business?
Locking down and protecting first‑party data enables publishers to create unique, proprietary audience segments for premium targeting. Secured first‑party data preserves user trust and becomes a monetizable asset in a world with fewer third‑party identifiers.
What is the benefit of moving to server‑side implementations?
Server‑side setups reduce client latency (improving page performance and UX) and can increase first‑party cookie persistence. That combination leads to a better user experience and typically better ad outcomes and revenue for publishers.
Will the death of third‑party cookies end targeted advertising?
No — it changes how targeting is done. Publishers can rely more on first‑party data and server‑side approaches to deliver privacy‑compliant, effective targeting. The shift rewards publishers with strong first‑party relationships and data governance.
Digital Content Next | October 19, 2020 - The tech titans of today’s media world are constantly making headlines. Google made waves when it decided to eliminate third-party cookies on Chrome by 2022; Apple shook things up by enabling Intelligent Tracking Prevention (ITP) by default on all browsers on IOS; and most recently, Google rolled out its heavy ads intervention policy.
All of these changes might be causing some anxiety — but they don’t need to. As Nativo’s Head of Publisher Account Management Eddie Lee writes in DCN, the way publishers will win out - every time - is by focusing on the end user.
To do so, Eddie suggests publishers focus on two things.
Prioritize data security to protect users, and yourself. The death of the third-party cookie might have some publishers searching for the perfect solution. Instead, publishers should look into locking down their data now. Doing so will enable publishers to deliver unique, proprietary first-party data targeting on their site — for a premium.
Optimize the user experience, optimize the revenue potential. Apple and Google are making all of these changes for a reason, and that reason is to protect and prioritize the end user’s experience. Publishers also have the ability to enhance their end user’s experience by moving to server-side. Doing so will eliminate latency issues — with an added benefit of increasing first-party cookie persistence — that will ultimately create a better user experience and lead to increased revenue.
For more insights from Eddie on what these recent browser changes mean for publishers, read his full article in DCN.
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