You're Missing 40% Of Your Audience. Here Are The Consequences
Frequently Asked Questions
Which audience is most likely to be missed when relying on third‑party cookies?
Safari (iOS) users are often excluded by cookie‑based targeting. The article notes Safari represents ~55% of mobile traffic and these users tend to have higher incomes, deeper engagement and are more likely to be early adopters.
What measurement capabilities are lost in cookieless environments?
In cookieless environments (e.g., Safari, Firefox), marketers can lose frequency capping, standard attribution, and many campaign measurement metrics that depend on third‑party cookies.
What practical solutions does the article recommend?
The article recommends three approaches: contextual targeting; ecosystem‑wide identity solutions such as LiveRamp IdentityLink; and preparing for fully cookieless targeting solutions that are emerging.
Are fully cookieless targeting solutions available today?
Fully cookieless targeting is described as still on the horizon — some solutions exist but many brands should focus on contextual targeting and identity interoperability while cookieless standards mature.
MediaPost | August 14, 2020 - We’re all aware of Google’s looming 2022 third-party cookie deadline. But here’s the thing: Cookies are already half broken — and have been for a while.
In his recent piece for MediaPost, Nativo CEO Justin Choi discusses what advertisers are currently missing when they rely on traditional data targeting for their campaigns - and what they can do about it.
Safari Users
Safari (iOS) represents about 55% of mobile traffic, compared to 39% on Chrome (Android). These users tend to have higher incomes, spend more time in apps, engage more deeply and are more likely to be early adopters. When marketers rely on third-party cookies, these users are often left out.
Niche Targeting
Niche targeting is dependent on third-party cookies. In cookieless environments like Safari and Firefox, traditional assets in a marketer’s toolbox disappear, including frequency capping, attribution and standard campaign measurement metrics.
Solutions
To solve the problem, brands have three solutions:
- Contextual targeting
- Ecosystem-wide solutions, like LiveRamp IdentityLink
- Fully cookieless targeting (still on the horizon)
Read more about this current cookie-based problem and its solutions from Justin Choi in MediaPost.
Written By:
Nativo CEO
Originally Published By:
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