ABOVE:Quantcast encourages marketers not to fear the demise of the cookie – instead the DSP is encouraging advertisers to embrace a cookieless future.

Even though cookies are falling apart in the wake of consumer privacy concerns, agencies and advertisers seem reluctant to embrace a cookieless universe despite some promising results.

The fact that cookies have been largely eliminated from web browsers such as Safari and Firefox hasn’t yet assured some publishers about embracing this new reality.

Even though Google has delayed its cookie elimination policy for Chrome until 2024, a cookieless approach offers plenty of reasons to be adopted rather than shunned.

Consider some of the positive outcomes yielded by Quantcast clients and partners using its platform’s patented Ara and AI-driven machine-learning technology.

Seattle-based digital agency Add3 used Quantcast’s Audience Planner to activate full-funnel audiences in cookieless environments. By optimizing its funnel campaigns by automatic budget allocation, Add3 was able to use the Ara AI and machine learning engine to realize an 80% drop in cost per action and a 50% increase in leads.

Meanwhile, UK-based Symprove, which sells probiotic supplements exclusively online, looked to broaden its programmatic campaign reach and increase new customer acquisition numbers. 

Quantcast’s solution drove a 58% increase in conversions with cookieless prospecting and a 78% increase in CPM efficiency in cookieless environments. These results convinced Symprove to integrate the new approach into its overall corporate strategy.

Vodafone, a telco primarily serving Europe and Africa, generated 40% of its sales through cookieless advertising with a 25% rate of higher quality lead and sales conversion and a 20% improvement in lower sale cost efficiency.

Quantcast clients saw their businesses enhanced through multiple, easy-to-implement, cutting-edge, AI-driven solutions that involve the new standard.

ABOVE: ARA is Quantcast’s proprietary AI driven machine learning tool incorporating many different types of targeting to optimize media spends.

Alicia Perrotta, Quantcast’s head of sales for Canada, points to the advantages of embracing the cookieless universe, citing the access Quantcast Measure provides to a multitude of real-time signals.

“Information from the company source – consumer behaviour, points of engagement, and a contextual understanding of the open internet – are measured and actioned against in real time through Ara,” she says.  

“It’s direct, accurate, reliable, and since it’s collected from established publisher partners, it’s both cost-efficient and less invasive when it comes to customer privacy.”

Analytics through point-of-sale, email marketing, and company websites offer key opportunities to gather first-party data, enabling agencies and clients to predict trends, retarget their marketing efforts to pinpoint accuracy, increase conversion rates through attribution and improve their business practices through customer service, marketing and product design.

Audience demographics, feedback and consumer interests can all be gleaned through brand and customer interaction, thanks to what the Quantcast Platform can deliver. This improves the relationship between publishers and advertisers as the first-party data source is known and trusted.

However, Perrotta emphasizes there is no one-size-fits-all solution in the cookieless universe.

“Our approach is a multi-signal approach. We’ve been working towards taking a bunch of data points from our understanding of the audience via Quantcast Measure and running that through advanced pattern or signal analysis,” she explains. 

“That allows us with a high degree of certainty to determine how likely users are interested in the product and, accordingly, where and when we should reach them for conversion.”

Perrotta says that identifiers such as email address and website log-ins, paired with a contextual understanding of the open internet and audience response, is the wave of the future.

She still recommends a hybrid campaign approach that involves both cookie and cookieless, as the cookie remains for now. But cookieless advertising should be considered a necessity. 

“If you’re not using cookieless solutions, you’re not really able to tap into the full potential of your internet audience,” she says. “Most browsers and platforms are no longer accepting third-party cookies, so large portions of the audience are unreachable. Cookieless solutions allow you to reach those missing audiences.”

For more info contact Alicia Perrotta, Quantcast head of sales, Canada at alicia.perrotta@quantcast.com