How marketers should approach programmatic advertising
- Part 1Preparing for a cookie-less world
- Part 2 How marketers should approach programmatic advertising
Show Notes
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02:12How to approach programmatic advertising in the absence of third party cookiesMarketers can seamlessly transition to a cookieless environment by adopting solutions like 33Across, which integrate with existing programmatic stacks. 33Across is integrated with the largest DSPs and SSPs and enables programmatic advertising via its Lexion solution.
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03:55Personalized tracking and ad delivery without third party cookiesLexicon is a third-party cookie alternative that allows for personalized tracking and ad delivery without PII. While slightly less accurate than cookies, Lexicon enables you to reach 100% of the programmatic landscape, including high-quality content environments with lighter ad loads.
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05:26Transitioning from third party cookies to Lexicon33Across leverages its relationships with 800,000 global websites and direct publisher connections to employ Lexicon as a cookie alternative. This process is conducted server-side, ensuring reliability, transparency, immediacy, and respect for consumer preferences.
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06:43Media buying strategy in a cookieless worldIntegrated with top DSPs and SSPs, 33Across eases the transition for media buyers. Advertisers must weigh their choice between cookie-based and cookieless environments, noting the substantial cost disparity; cookieless impressions typically provide higher quality at a lower price.
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07:42The impact of third party cookie deprecation on inventory pricingPrices for cookied inventory will rise due to scarcity, while a larger portion of lower-priced, cookieless inventory becomes available. This creates a less competitive market for quality impressions in the cookieless space, with higher win rates compared to cookie-based bidding.
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09:11Strategies for effective inventory buying in 2024Start planning and testing now in the cookieless environment, and lean on your agency and DSP partnerships to track and scale these programs effectively. Additionally, focus on setting up small, measurable programs with stable outcomes to navigate the changes ahead.
Quotes
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"Most of programmatic today is focused on the cookie and that inventory is only about 50% of the open web. With Lexicon, access expands to 100% of the web, including high-quality, low-ad-load environments."- Eric Wheeler
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"We have relationships with 800,000 websites globally, and we're in 190 countries and territories. We also have direct-to-publisher relationships, which allows us to use lexicon to build a cookie alternative." - Eric Wheeler
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"Today, media buyers must consider the advertising environment: cookie-based or cookieless. Many times the cookieless impression is better quality, despite the market price for those impressions being dramatically different." - Eric Wheeler
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"You will win a bid 3%- 4% of the time on a cookied impression today. In cookieless, you can win 25%-30% of the time. So, it's a much less competitive market for quality." - Eric Wheeler
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"50% of the open web is cookieless. And you can be testing and proving out those programs today. Start planning and testing now." - Eric Wheeler
- Part 1Preparing for a cookie-less world
- Part 2 How marketers should approach programmatic advertising
Up Next:
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Part 1Preparing for a cookie-less world
Eric Wheeler, CEO at 33Across, explores navigating a cookieless future and programmatic advertising. With major players like Google phasing out third-party cookies, marketers must prepare themselves for big changes in the advertising landscape. While first-party cookies remain intact for publishers, the reliance on third-party cookies, which underpinned much of the programmatic advertising ecosystem, presents a significant challenge. Today, Eric discusses how you can prepare for a cookieless world.
Play Podcast -
Part 2How marketers should approach programmatic advertising
Eric Wheeler, CEO at 33Across, explores navigating a cookieless future and programmatic advertising. As cookies become scarcer, the cost of cookied inventory will inevitably rise, making it a highly competitive market. However, amidst this change, there's a growing audience utilizing cookieless browsing, offering opportunities for marketers to access quality inventory at lower prices. Today, Eric discusses how marketers should approach programmatic advertising.
