Cookie wall, do newspapers crawl compared to the furniture adv sector?
While online newspapers raise their cookie walls, the mobile advertising sector is moving towards the farewell to third-party cookies by embracing the growing sensitivity towards user privacy. This is how the Personified Advertising model works
As Italian newspapers cling to cookies, the online advertising industry has begun to question personalized advertising based on cookies and IDs.
More and more online newspapers — from Repubblica to Corriere Della Sera — are offering access to their contents (usually paywalls) subject to consent to profiling treatments. For the user, the choice is therefore to subscribe or accept cookies, therefore profiling.
“The cookie wall is a legitimate ploy: it effectively makes it impossible for you to use the content without sharing the data or subscribing. The idea of the subscription goes in the direction of collecting new identifiers: everything that is the Identity Resolution project which is based on emails is nourished by these new subscriptions which bring with them the sharing of emails, which therefore becomes the new cookie” Marcello Gruppo – Insights Director Southern Europe of Ogury, an Anglo-French adtech born in 2014 with an advertising model based on the explicit consent of users to data collection, anticipating the provisions of the Gdpr, analyzes to Startmag .
Industry players are facing unprecedented challenges: regulatory challenges, with GDPR and equivalent laws emerging around the world, technological challenges, with the sunset of cookies and third-party IDs, and ethical challenges, with users who refuse to be tracked.
In particular, the advertising landscape is changing after Google and Apple stop providing cookies and ID data to other parties. Last year, the Mountain View giant announced the elimination of third-party cookies from Google Chrome in 2023. With the release of iOS14, Apple has made it easier for its users to refuse to have their online behavior monitored. The launch of the new iPhone 14 on September 7 signals the continuation of the trend through the light signal when an app uses the microphone or camera – always in the name of privacy protection.
All this opens up new scenarios for the targeting of ads for traditional operators and those of the open internet.
All the details.
WALLED GARDEN: META, ALPHABET (GOOGLE) AND AMAZON
“At the moment the market is characterized by the presence of Walled Gardens (Meta, Alphabet, Amazon, just to name a few) whose contents can only be accessed via login. As a user, I am by definition recognizable and traceable. There are variables associated with my digital profile. It is clear that these players will continue to have a great capacity for profiling and effectiveness in the communication phase. They are healthy and survive in the medium to long term” highlights Ogury's manager.
WHO IS LOOKING FOR NEW IDENTIFIERS
Another solution is the one adopted by many publishers (standard publications) through third-party technologies. They go to rebuild a new identifier, which replaces cookies, and which will tend to be based on this hidden e-mail, with which we will be able to access the services of the publishers in question.
Just when the sector is trying to abandon tracking via cookies, there are those who are looking at new identifiers by exploiting ID resolution technologies which, simplifying, go to use encrypted e-mails and then try to reconstruct the cookie approach.
THE NEWSPAPERS BECOME THE WALLED GARDEN ON TIME
“It's as if the publisher — explains Marcello Gruppo — was trying to position itself in a walled garden. The cookie wall is in fact a wall that surrounds the contents and, consequently, the environments where the advertising is delivered".
Once again it works around the problem rather than fixing it. According to the Group, "with the cookie wall, publishers "feed on cookies" as long as they have the opportunity, forcing users to pay by giving away their personal data. Without cookies, the user is left with the alternative of subscribing by paying a fee, but in addition to subscribing to a subscription, he must pay by sharing a further identifier: that of the e-mail address. In doing so, it feeds a technology that also relies on email addresses, to develop personalized targeting tactics, just like Walled Gardens do”.
“The various players in the world of digital content – clarifies Marcello Gruppo – will form a sort of network within which users will be recognizable thanks to the e-mail address provided during the subscription phase. Through market technologies, the publisher will be able to track the user on all sites that implement the same technology, even in the case of different editorial groups. In fact, logging in to different services becomes a unique identifier”.
“We do what was done before with cookies but with an alternative, which has limits: it is difficult to scale and, moreover, now users are increasingly reluctant to share data” comments Ogury's manager.
WHO HAS ABANDONED THE USE OF ANY IDENTIFIER
Finally, there are the players who have overturned the rules of profiling and targeting within the ecosystem and have abandoned the use of any identifier.
On the one hand there are those who have chosen to do it with old-school approaches such as semantics: for example, financial advertising will then be shown on a finance site. On the other hand, there are those who have decided to structure more sophisticated solutions that exploit more signals on the market and on the digital world but which guarantee the protection of the user's privacy. "In fact, they use signals that are not related to the individual but related to the ecosystem that is visiting and refer to the site" comments Gruppo.
WHAT IS PERSONIFIED ADVERTISING
And Ogury has developed the Personified Advertising model: what matters are the interests of the personas, i.e. the types of audiences who see that website or use that app – not the data of the single ID. This less intrusive targeting technology is based on personas and destination, i.e. where users consume content, rather than on the identity of the users themselves. There are two sources of data: historical data collected from 2014 to 2021, when they then stopped collecting them on the possession of applications, their relative use and the sites visited by users. To ensure the relevance of the insights, the data is constantly updated and validated through surveys and questionnaires addressed to a large panel of users.
In 2014, Ogury developed a consent management structure, four years ahead of the GDPR, by asking for explicit consent on data within their network.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/innovazione/cookie-wall-i-giornali-vanno-a-passo-di-gambero-rispetto-al-settore-del-mobile-adv/ on Sat, 17 Dec 2022 07:40:13 +0000.