When search and advertising giant Google announced its âPrivacy Sandboxâ initiative in August 2019, it started a countdown to improve user privacy without sacrificing the reach or effectiveness of advertising. In January 2020Google’s Chrome browser has joined Safari and Firefox in blocking third-party tracking cookies, with a plan that would completely remove support “within two years.” Google hasn’t been more specific since then, but with competing browsers already blocking third-party cookies, extensions seem unlikely. However, for various factors, most small and medium business advertisers continue to rely on third-party cookies, even though this approach is very flawed and imminent. Palo Alto, CaliforniaTechnology-based OnePortal now provides free access to its first-party cookie-based advertising system and the built-in stack of underlying Google services, before Google ends its crackdown on cookies and businesses shut down. find themselves blocked.
The ruined cookie pattern
According to W3Techs tracking, 83.9% of all websites with known analytics tools use Google Analytics. Although Google Analytics is treated as a first-party cookie, many of the providers it reports for rely on third-party cookies, which are pieces of tracking code that third parties place on top of first-party cookies. . This started to cause serious problems for marketers with Apple. March 2020 Update to Safari Intelligent Tracking Prevention (ITP). Under ITP, a cookie could only work for 24 hours. Google followed suit. So if someone clicked on an engagement ring ad on Monday, then went to the seller’s site and bought on Wednesday, Google Analytics and the advertiser would count that as a direct sale. The ad does not appear to have been converted, which would skew all subsequent analysis, potentially including how future ad budgets are allocated.
On the other hand, first-party cookies remain widely accepted. When a consumer logs into a Google service, such as Gmail, Maps or YouTube, Google’s proprietary cookie is able to track that user’s activity, even if the user is in incognito mode or changes devices. (provided that this device is also logged into a Google service under the same account). Google has an advertising platform designed for its first-party cookies: Campaign Manager 360 (CM360, for hosting and serving ads) and Display & Video 360 (DV360, for configuring and targeting ads). The two services can work in tandem, but there are two main caveats. Accessing services is quite expensive for SMB-level budgets, and the platform can be so difficult to learn that many companies take a full year to master its use, sometimes with extremely costly results. “The night of the yellow advertisement” featured inexperienced DV360 user burning $ 1.6 million in 45 minutes to show millions of viewers a blank yellow square.
A better recipe for success
The leadership behind OnePortal saw the dilemma of privacy and ad tracking emerge and recognized an opportunity to deliver a market-leading solution. OnePortal was built around first-party cookies and Google’s DV360 platform. Thanks to its aggregated services, OnePortal provides access to its application and to its publisher inventory network. OnePortal manages customer operations and will soon provide customers with a self-service offering.
âThe real barrier for people adopting Google CM360 and DV360 is the time it takes to learn the platforms,â says Dave Lienemann, Co-founder of OnePortal and Vice President of Client Strategy. âIt took us about a year, a team of engineers working on Campaign Manager. Then it took another year to really figure out DV360. People who still use third-party cookies have no idea what they are facing or how long it will take to adjust. “
Even if somehow an advertiser could master the CM360 and DV360 in six months, it takes time to launch a campaign, collect data, and refine the campaign in dozens of ways for optimized returns. . According to Paxton Song, CEO of OnePortal, this process takes another three to six months for seasoned online marketers. If Google drops support for third-party cookies in Q3, a potential advertiser won’t have enough time to make the transition. This business will lack the ability to effectively market on the open web during the 2021 holiday season.
OnePortal also emphasizes that wise campaign management also extends to reporting and accounting. A majority of the marketing industry still relies on probabilistic relationships, which can lead to inaccurate attribution. OnePortal uses deterministic reporting based on first party cookies and Google Floodlight tags. This unites tracking across multiple channels into a single interface, deduplicates conversions, reduces the risk of budget overruns, and ensures accurate accounting.
âUltimately, third-party cookies are dying,â Paxton Song says. âWe don’t want SMEs to suffer from it. We are seeing marketers diverting up to 70% of their marketing dollars due to poor sales attribution and poor campaign management. We have developed a way for businesses to move easily and cost effectively to a world without third-party cookies. “
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