What is Marketo's approach to retargeting

The chances of the end of the cookies - Part 1

Stefan Blumenthal, Country Manager GermanyZeotap

A huge opportunity for everyone involved

"The end of cookies is a huge opportunity for all those involved in the ecosystem to achieve more data protection and transparency. This is the only way that consumer acceptance will increase again. Our open ID + initiative is an invitation to all market participants. ID + is a consent-based ID solution that manages entirely without cookies and reconciles the customer's desire to control their own data with the data-based marketing necessary for efficient advertising. "

Rolf Theunissen, Client Partner, Essence

There are still ways to address people specifically

"Currently there can be no talk of an apocalypse. The GDPR has been in force for two and a half years and cookies are still in place. First-party cookies will continue to exist. However, it is clear that with increasing blocking by browsers, the third Party cookies will come to an end. But even if this ultimately becomes a reality, there are still ways to target people with relevant, promotional content. There will be different ways, such as using cohorts, contextual targeting, etc. Apart from those who can use their first-party cookies in a scalable way, what all other approaches have in common is that the well-known, cookie-based one-to-one communication will transform itself into a system that relies on predictive modeling methods. Machine learning will be an indispensable factor in mastering the amount of data to be analyzed, and market participants who are leaders in this field will be able to automatically give rise to opportunities. At Essence we have consistently followed this path for years. "

Matthias Schenk, Director Publisher Management, RMS

The debate is very one-sided

"From my point of view, the cookie debate is very one-sided. After all, it's not just about Google, Mozilla and Apple blocking third-party cookies in order to give first-party cookies more weight. Even without that If the tech giants put a stop to the cookies, we are heading towards a cookie-free age. It is seldom spoken about the fact that digital communication behavior is shifting from the display to the auditory space in the course of the digital transformation, that the voice command and the click of a button on a large number of We are already controlling our washing machines by voice. You simply cannot set cookies on these and other smart devices that we already have thanks to Alexa and Co. It is therefore worthwhile to digitally target the audio of Things to fundamentally rethink the language-based types of advertising in the debate about digital targeting alternatives en to develop a uniform standard that is sustainable. Digital audio marketing offers good approaches here, as it has always had to be largely cookie-free and has implemented a functioning data management platform for the Audio of Things since 2018. "

Patrick Tsui, Director Software Development, JOM Group

The ecosystem as we know it will no longer exist

“No matter what you call it, whether it is the cookie apocalypse or the post-cookie era. One thing is certain. The ecosystem as we have known it for many years will no longer exist. Our tracking methods on the web are based on one another predominantly on third-party cookies, so that elimination and the associated changes will be very difficult. Popular methods for audience building, targeting or success measurement are then no longer so easy to grasp and implement. Currently we have a real cookie dependency. Therefore The question arises as to whether the foundation of the third party cookie has not been on shaky feet for a long time. The methods that knit around the third party cookie are not quite as perfect as it may seem. Countless cookies are set on the user which are later processed in long matching chains with considerable losses. This is not really transparent and efficient. And then there is data protection and the new R rules that make it much more difficult to collect these valuable cookies. However, opportunities arise when working on a comprehensive and transparent solution that does justice to every market participant, and above all to the users. This is about solutions that really address the problem and don't try to emulate the third-party cookie in any technical form. Otherwise, these approaches would lead us back to the same point in the long run. The Google Sandbox shows us a first possible draft, but has the aftertaste that it comes from a non-independent body with economic interest. Log-in-based approaches on the part of publishers, on the other hand, raise concerns that the Internet could develop from an open web to a closed web. The question also arises whether this strategy can be used to form a large alliance that is scalable and can establish itself against the GAFAs. In an ideal world, all actors would actually sit down at one table and work out an open standard for the web. "

Anna Schenk, Managing Director EMEA at semasio

There is a lack of acceptance of the alternatives

“The digital industry is not lacking in cookie alternatives, but rather in acceptance of them. The final cookie-out is therefore good news because it calls on the industry to open up to other targeting options, which it already has The fixation on third-party cookies is so strong that for many, ending cookies feels like a forced step towards something alternative. What most overlook is that learning about historical browsing habits has always relied on the Based on content that they have consumed on different websites. Therefore, the new audience identifier could be the exact understanding of the content that users are consuming at the time of the ad serving. I claim that this type of targeting is even better than purely cookie-based Targeting is because it means a lot more consumer relevance. "

Kolja Brosche, Head of Strategic Growth Germany at LiveRamp

Content versus data

"It is definitely an opportunity for the advertising industry to go new ways that are already technologically possible and are also being implemented. It is the chance to create a better system that is based on transparency and user acceptance Publishers in particular now have the opportunity to communicate clearly the exchange of values ​​between content and data in a dialogue with their users. A step that is long overdue. For advertisers, the development is important, as it makes their first-party data much more effective for targeting users and for Use Measurement & Analytics and to determine your ROAS at the individual level and allocate budgets accordingly. "