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Teads: Crafting a cookieless future

Proprietary tech to help brands future-proof their digital strategy

 

Are cookieless solutions still relevant post-Google’s announcement?

That is the question many advertisers in Canada are weighing right now: do they still need to future-proof their digital strategies despite Google’s news about not deprecating the cookie?

Many are convinced they have leeway now that Google has cancelled the deprecation of cookies on Chrome, says Jeremy Ienco, VP of Sales at Teads. “It gives a lot of advertisers false assurances that they don’t need to consider a cookieless future.”

Ienco says more than 60% of Teads’ audience in Canada is not addressable via the cookie, given that browsers like Safari and Firefox have already made the switch. “By ignoring cookieless audiences, you’re ignoring a big part of the market,” he says. 

For clients looking to get ahead of the game, the omnichannel global media platform offers a suite of cookieless solutions designed to help advertisers and publishers navigate the evolving privacy landscape.

“We’ve been transitioning a lot of our existing solutions to cookieless so they can work in environments where there are no cookies. This doesn’t change post Google’s announcement and whether Google deprecates to cookie or they give the choice to consumers, the reality is that cookies will disappear. As such, the need to embrace cookieless solutions like predictive modelling and contextual is as important as ever for a cookieless present and future” says James Colborn, Teads’ global VP of data.  

Teads Ad Manager allows advertisers to pick audiences “off the shelf” to reach their desired demographic, explains Colborn. Since 2018, the company has been evolving the way it builds these audience profiles, building a database of cookieless signals to ensure that “advertisers are taking advantage of all the available impressions.”

Teads has partnerships with more than 3,000 premium publishers worldwide (encompassing about 15,000 sites), which give it access to more than 150 billion contextual and technographic data signals daily. These signals include anonymous data like the type of content being consumed and the device and operating system being used. They are building blocks that enable Teads to rebuild cookieless audiences, Colborn says.

However, with many advertisers still utilizing cookies while they last, Teads has been careful to ensure that the customer segment is supported with third-party, cookie-based data. That’s where Teads’ Cookieless Translator comes into play. 

Launched in 2020, the tool uses Teads’ AI technology to “translate” known cookie-based signals into cookieless audiences. 

“If you upload a third-party audience [data set], we can find the matching cookieless signals for that audience that allow you to extend the scale of your campaign into environments like Safari and Firefox,” says Colborn. “Essential for the cookieless present and, without question, a cookieless future” 

He says the tech is part of Teads’ effort to help marketers get to a state of “cookieless by default,” at which point, they can focus on what’s most important: being marketers. 

“There will always be, in the present and in the future, impressions that we know something about and impressions that we don’t know about. We have to learn from the known to model the unknown,” Colborn adds. “One solution is modelling audiences using advanced AI-based capabilities.”

Already, more than 70% of media campaigns on Teads are leveraging the company’s cookieless signals – with equal or improved performance for advertising partners and equal or greater monetization for publishing partners. 

Compared to cookie-based efforts, Teads’ cookieless campaigns have improved media KPIs like ad viewability (77% cookieless versus 76% cookie-based) and view-through rate (69% versus 67%), as well as better performance on brand KPIs across the upper funnel (+4%), middle funnel (+8%), and lower funnel (+3%). 

For advertisers that continue to rely on traditional solutions, Colborn recommends conducting an audit to understand where they are most dependent on third-party cookies – such as targeting, frequency management, and measurement – and the risks that continued reliance on this strategy may pose in the future. Then, it’s time to start testing and investing in alternatives. 

“If you’re spending eight or nine out of 10 dollars on cookies only, the sooner you start to test, the faster you can take advantage of all the impressions that exist in cookieless environments,” he says. “Right now, everyone is fighting over the same small pool of [cookie-based] impressions, which means you may be limiting the potential of your campaign. And if it’s an auction dynamic, you may be increasing the overall price of what you’re buying.”

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