Beginning of a new era by ending 3rd party cookies

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On Wednesday, February 23rd, HT Media hosted Abheek Biswas, AVP, Consumer Insights at WATConsult, to discuss the key findings of the Dentsu Digital Advertising Report 2022. The discussion was only open to HT Media employees, partners, and clients, and the audience posed some interesting questions. 

Abheek discussed digital marketing and advertising trends in India for the coming year, as well as how consumer trends are transforming the advertising environment and the potential for publishers and advertisers in the year 2022. 

When it comes to third-party cookies, Abheek feels that the “end of an era,” as some refer to it, heralds the beginning of a new era of trust and openness between businesses and their customers. By emphasizing user content and positive value exchange, it will change the nature of data management. 

Construction of first-part data sources, cohorts created around interests, demographics, psychographics, and geographies are all alternatives. The ideal solution for most publishers will be a combination of options adapted to their specific needs. 

There was also an interesting discussion about other post-digital era trends, with Abheek stating that Web 3, NFTs, crypto, conversational commerce, and other topics are considered trends because they are currently in the adoption phase. Innovators are attempting to put the systems to the test. 

The government has already stated that it is investigating the concept of digital currency, blockchain, and other related technologies. The next logical step for advertising and marketers is to take the lead in developing their own blockchain models, which will begin at the ecosystem level, with infrastructure in place for publishers, advertisers, and brands. 

Demand from the general public will begin to rise by the next year, implying that money creation will occur within the next 2-3 years. 

When discussing the way forward for publishers and advertisers in a post-cookie world with Mitesh Desai, Head of Sales Excellence and Agency Relationships at HT Media, Abheek noted that when the news broke that cookies will be phased out, the initial discussion was centred around the question. 

Cookie-free does not, in my opinion, imply a lack of advertising or personalisation and relevance. It simply means that a move towards sustainable and responsible advertising is required. Personalization that isn’t obtrusive is the order of the day. 

Consumers place a high value on data privacy, and policies are being developed to address this. Contextual advertising places a premium on the user’s experience and trustworthiness. And it does so admirably. For example, targeting ads based on material that customers are already interested in not only benefits the business, but it also improves the user experience. 

Users are more in sync with the brand’s beliefs and interests. When deep data is unavailable, contextual advertising will take the lead. As we move closer to a cookie-free world, more integration with messaging, chatbots, and creative personalisation will lead to an increase in contextual advertising. 

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