How the Death of Digital IDs Will Reshape The Marketing Mix

The demise of third party cookies will reshape the entire media mix. New, scaled approaches to targeting and measurement will likely involve statistical proxies, such as statistical attribution, that will work equally across both digital and traditional channels.

As targeting and measurement become democratized across channels, mass advertising will become harder. Instead, advertisers will have to gain a more nuanced understanding of each channel’s ability to deliver reach and frequency of advertising against a valid audience in order to adjust advertising campaigns accordingly. Audience engagement will focus on building consumer trust which previously decreased due to cookies and IDFAs. A comparison of CPMs across channels will become possible and buyers will be able to see significant differences between channels in the “cost per human reached with an ad.” Brand safety will incorporate social media platforms as well as surrounding content. For example, major brands including Unilever, Coca-Cola, Starbucks, Ford, HP and Adidas suspended advertising on Facebook due to “hate-for-profit” concerns.

If you have any experiences or insights that support these elements, we would love to hear from you.

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