Affiliate Marketing is going to die
What are the chances of the end of the cookies part 2
"The end of third-party cookies stands for a real paradigm shift: fair trade in online marketing! We now have the unique opportunity to establish a future-proof infrastructure for online marketing, which, with new login solutions, equally addresses the targeting interests of the advertising industry und Publisher also takes into account the data sovereignty of the user. This in turn strengthens the European online industry and, ideally, emancipates us to a large extent from US corporations. "
Philipp Dommers, Co-founder and managing director Welect
Something has to change
"Definitely an opportunity and more than necessary! The gradual abolition is a clear sign to the industry that something must and will change. Marketing will not go under without cookies. New, alternative methods will come into focus. On the one hand, I see it the opportunity for publishers to position themselves more strongly, as first party data and publisher alliances become more relevant. I see another aspect in self-determined behavior. When users decide for themselves which advertising they want to watch, the relevance for the target group is given and the A lot more attention. And the trend towards self-determination can be seen in the shift from TV to Netflix or from radio to podcasts. "
"The death of cookies is only an accelerator of a paradigm shift that has long been initiated. Log-in alliances, ID graphs or alternative measurement methods are the main growth drivers. The question remains, however, how fragmented and silo these alternatives remain or whether scalable and holistic standards can be established . AdBlocker and GDPR were just the beginning of a constantly changing digital world in which it is not the market, but the people involved in it that have to continuously adapt and develop. "
Michael Diestelberg, VP Product & Marketing, Mapp
To take responsibility
"The entire digital industry is called upon to take responsibility for data protection and to work together on the widespread use of future-proof solutions. The waiver of third-party cookies and user consent to data collection are important as well as consistent developments towards more consumer protection But instead of calling out the 'cookie calypse' right away, the marketer is well advised to develop a dedicated first-party strategy and rely on legally compliant tracking alternatives. New technologies are already designed to legally record and monetize user movements. At Mapp, we set a good example and offer a cookie-less tracking variant that, in the event of an opt-out, helps to record relevant movements on websites and in campaigns for static purposes. The handling is completely anonymous for the user . "
Oliver Hülse, Managing Director CEE at IAS
Who Needs Third Party Cookies?
"For digital marketing, the imminent end of the cookie age does not mean the end. On the contrary: The digital ecosystem has the opportunity to develop even more rapidly and to open up completely new opportunities for advertisers that go far beyond classic cookie marketing. A lot Contextual targeting, for example, already offers more than surfing behavior or online purchases. Via the semantic analysis of website content, this technology provides a valid understanding of the context of meaning, the prevailing mood and the current interest of a user Opportunity to place your advertising messages in the appropriate environment without the data of the users and to address your target group exactly when they are dealing with the respective topic. Who needs third-party cookies? "
Tanzil Burkhari, Managing Director, EMEA DoubleVerify
Resurgence of contextual targeting
"It wasn't too long ago that strict data protection regulations like the GDPR and the decision of most web browsers to stop using 3rd party cookies raised concerns for many advertisers. However, the general move away from 3rd party data also has opportunities for both advertisers as well as for publishers. We're seeing a resurgence in contextual targeting thanks to improved machine learning technology that enables more precise classification of content. Using contextual targeting enables brands to improve their campaign performance by targeting consumers based on relevance 69 percent of consumers are more likely to see an ad when it is next to contextual content, and 44 percent of consumers say they tried a new brand after seeing it next to relevant content have seen it (DV / Sapio Research, June 2020). This precision also helps publishers monetize content by unlocking additional campaign reach and scalability. In the future, this approach will play an important role in increasing performance and providing a better user experience. "
Marc Hundacker, Managing Director DACH at Awin
"For several years now, affiliate marketing has been investing in alternative solutions that do not rely on third-party cookies. For example, we have been building our own solutions for years: a combination of first-party tracking and server-to-server tracking. This solution provides a robust compromise and ensures that sales can still be recorded and attributed to publishers. "
Go to part 1 here.
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