You're Missing 40% Of Your Audience. Here Are The Consequences
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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