There’s a big problem in marketing today. And that problem is how the industry works with cookies.
Cookies have been the standard mechanism for digital marketing since the rise of the internet. But the way the ecosystem works with cookies today is fundamentally flawed — and the problems are becoming more and more glaring. Some of the biggest problems include:
- At best, cookies represent a device. But today’s consumer journeys are more complex than a single-device a cookie supports. In a typical purchase decision, consumers see ads on multiple devices, visit physical stores, receive direct mail and email, and view TV ads.
- Over half of all advertising is now on mobile devices and cookies are unstable in the mobile web.
- Cookie syncing problems are immense. As pages load, the consumer can end up waiting seconds to see their desired content as hundreds of “cookie syncing requests” happen in the background. Additionally, in the programmatic bid process, there are a large number of cookies with unresolved identity which result in low scale for people-based campaigns, and low yields for publishers.
A Proposed Industry Solution
Today, LiveRamp announced a proposed solution to these problems by proposing to form an open industry consortium for RTB, in conjunction with several partners on the demand and supply side of the industry (including AppNexus, MediaMath, OpenX, RocketFuel, LiveIntent, and Index). The partnership will provide a common identity framework in the RTB bidstream that the entire industry will be able to use to make people-based programmatic advertising seamless.
The consortium will be open to all industry participants, and our goal is to build a neutral identity framework that benefits everyone—including platforms, brands, agencies, data providers, and publishers.
The planned solution creates an open, industry-standard identity framework that has two components:
- A device-level identifier. This ID must be open and common throughout the ecosystem.
- A people-based identifier which consistently represents individuals across platforms, channels, and devices.
This ID should be a ubiquitous currency—meaning that all companies can seamlessly transact off it.
Who Benefits from the Proposed Solution?
Marketers and agencies will see better performance driven by seamless people-based targeting, measurement, frequency capping and suppression, and the ability to unify this with search, direct mail, email, and in-store visits. They will also be able to see the benefits of programmatic marketing in more touch-points as cookieless channels emerge like mobile, addressable TV, call centers, and Internet of Things.
Publishers and Supply-Side Platforms (SSP’s) will see high higher CPMs thanks to having more inventory resolved to people-based data.
Demand Side Platforms (DSPs) will see more scale in programmatic campaigns, richer data for campaigns, the ability to extend their technologies into emerging channels, and less overhead with the elimination of the cookie sync process.
Data Owners will get increased scale and usage of data with increased identity resolution related to bid requests, and more ability to create custom segments and scores in real time.
Consumers will enjoy a more robust open web, less latency using the internet, more relevant experiences from marketers, and access to a more consumer friendly opt out.
We are excited to launch this initiative, and believe the programmatic advertising ecosystem will look fundamentally different as it comes to a fruition—with a stronger ecosystem and a stronger internet as a result.