Skip to main content

Executive Insights

Are You Ready For The Cookie-less World?

Are You Ready For The Cookie-less World?

The Digital Marketing ecosystem is reliant on audience data for accuracy and efficiency. With 3rd party cookies being phased out in the near future, advertisers and media owners alike will need to think and act differently to activate 1st party data sources. Gear up for the change now – industry practitioners and Singapore’s #1 Premium Digital Network, Mediacorp, will be sharing how this change impacts advertisers and how we can collaborate and work towards alternate solutions.

Executive Speakers

Paul Shepherd, Chief Investment Officer & President of Platform, Omnicom Media Group
Sandeep Rai, Senior Account Director, Digital Media Solutions, Mediacorp
Himanshu Rajurkar, Lead, Digital Analytics, Mediacorp


Question & Answer

I agree with Paul's thinking around opportunity. Taking a step back, is the removal of cookies a natural course correction away from digital targeting over-reach? Was cookie-based digital buying adding more value to the platforms and advertisers than it was adding value to audiences?

Removal of 3rd party cookies does seem like a natural correction as the focus shifts towards users’ privacy and experience. Cookies and audience-based buying will not completely exit the market as the current dependency within the programmatic ecosystem is very high. The true impact of this change remains to be seen.

How will this cookie-less ad affect how we do B2B online targeting? How do we identify our target group of businesses to get new leads?

Some change in approach is required. Instead of buying 3rd party B2B audiences, you will need to shift towards collecting 1st party data from existing customer base, or partnering like-minded business to gain access to their 1st party data. However, the practices on awareness marketing will remain unchanged.

For startup which need to rely on cookie heavily for advertising, what will be the workaround in this cookie-less world?

In the immediate future, you can continue to rely on 3rd party cookies. However, you should also explore options where you can leverage Publisher Owned Data for your campaigns. If you are already working with Google or a Premium Publisher for your ad campaigns, do speak to your account reps on the best solution for the short and long term.

Does MeID feed into SMX? And how does SMX handle data from Mediacorp, SPH and its other overseas publisher partners?

meID is a first party identifier that we have built for stitching disparate IDs into a single unified view of our users. However, meID does not directly feed into any ad exchanges. Our ad server is plugged into an ad exchange for programmatic campaigns.

DMPs are mostly useful for anonymised data. Would you suggest that CDPs or some form of identifiable customer mapping the solution in the future?

CDPs or Cutomer Data Platforms may be the way forward for some business. However, DMPs and other vendors are also looking into customer mapping across devices and data sources. The meID case study we share is a good example of this which is reliant on sign-on users as a base. The challenge with this approach for most business is that it takes time to achieve scale and there often needs to be an incentive for users to sign on.

How much of this needs to be communicated to content creators, e.g. brand studio producers and writers, newsroom editors and journalists? How mindful do they need to be of a post-cookieless world and the way stories are planned, formatted, displayed, shared, promoted organically/boosted, etc.?

No direct impact expected as content creators primarily apply a lens of user relevance and context in making content. Cookies are only one of the means of surfacing content to the users. In a limited sense, maybe ad creative makers need to know if a marketer starts using approaches other than re-targeting or audience buying so that creatives can be adapted accordingly.

To receive information on our upcoming Webinars, email