The Relevance, Edition 2.3

The Future of Digital Advertising After the Deprecation of Third-Party Cookies

As marketers and advertisers prepare for Chrome’s upcoming deprecation of third-party cookies slated for the third quarter of this year, one big question remains: what’s next for the digital advertising industry? With more than 75% of marketers still relying heavily on the third-party cookie, some disruption in the industry is imminent. However, despite the sunsetting of the third-party cookie, identifiers and the ability to reach relevant audiences will not be going away any time soon.

Available for Download Now: The Future of Digital Advertising After the Deprecation of Third-Party Cookies

In anticipation of the vacuum left by the third-party cookie deprecation, an increased number of alternative identifiers are vying for position to be seen and adopted as the primary successor (ex. RampID, UID 2.0, etc). There will be no one-size-fits-all solution for the replacement of third-party cookies, and it is unlikely that a single alternative identifier will rise above the rest to become the “new cookie.” Additionally, publishers will still need to monetize their audiences, which is an incentive for them to provide advertisers with the means to identify and target these audiences.

Prepare for the future of digital advertising by downloading our comprehensive guide on navigating the post-third-party cookie landscape. Download now to explore the alternative identifiers and strategies for reaching your audience effectively as we transition into a new era.

Unleashing Data Curation and Identity Frameworks: Simpli.fi and Audigent's Groundbreaking Partnership | Drew Stein

In this engaging Simpli.fi TV interview, Drew Stein from Audigent and David McBee from Simpli.fi dive into the innovative concept of data curation. The discussion focuses on the packaging of data and inventory into pre-packaged deal IDs or private marketplaces, enabling access to real-time data and optimization. The significance of data curation in a cookieless future is also explored, emphasizing its role in delivering privacy-safe and consumer-friendly solutions.

The partnership presents exclusive contextual deals and over a thousand private marketplace deals across various verticals, driving performance and efficiency for brands and media agencies. Overall, the interview showcases the power of data curation to revolutionize AdTech, shaping more effective and privacy-conscious marketing strategies.

The Power of Native: Simpli.fi’s Unparalleled Native Solutions

Join the Simpli.fi Webinar Series for a deep dive into the world of native advertising and discover how Simpli.fi’s acquisition of Bidtellect brings innovation to native and contextual advertising. Learn about versatile ad formats, creative development, and advanced targeting strategies, including cookieless and demographic targeting.

Uncover the secrets behind Simpli.fi’s proprietary engagement score and context-driven optimization. Join us to discuss native advertising and empower brands to maximize their impact in the digital landscape.

National Upscale Home Goods Retailer Maximizes Reach and Drives Down Impression Costs with Simpli.fi’s ZTV Solution

In out latest case study, take a look at how this large upscale home goods retailer with notable e-commerce presence as well as brick-and-mortar locations across the nation sought to increase their overall reach with affluent homeowners in nine specific regions throughout the U.S.

After partnering with Simpli.fi for over two years and continuing to execute a variety of programmatic tactics, this retailer was able to utilize ZTV targeting and video ad creative to showcase their high-end and budget friendly custom home organization products.

CTV Connect: Started Our Day in New York City

We've got an exciting month ahead of us! Started our day in NYC yesterday at CTV Connect. Will you be at any of our upcoming events in March?If so, our team would love to connect with you, so be sure to let us know.

Stay up to date with our current events by following our socials. We'll see you there!

What We're Reading

• Discover the latest from AdMonsters.com on leveraging Census Data for Audience Development & Insights in a cookie-free era. James Moore, Simpli.fi's Chief Revenue Officer showcases how ZTV excels in data utilization, positioning it as a forefront solution in cookieless audience targeting.
• 2024 Will Be the Year of FAST Growth and Performance CTV Advertising: In 2023, Connected TV (CTV) emerged not just as a promising channel but as the definitive solution for the evolving advertising landscape, poised for a 21% growth in the U.S. and expected to reach $42 billion by 2028. 
• Q&A: How advertisers are leveraging CTV’s evolution into actionable TV: Dive into the evolving world of connected TV advertising with insights from Roku's Miles Fisher on actionable TV, the significance of Roku's partnership with Unity, and future opportunities for advertisers, as explored in Digiday's latest Q&A session.
• In 2024 More Political Ads Will Be Seen On Connected TV: Here’s Why: This Forbes article calls out the rise in U.S. ad spending for 2024 on CTV, noting that more and more people are watching on connected TV will lead to more political ads on this platform.