Google this week announced that they plan to phase out 3rd party cookies in two years. For brands with a healthy budget across Google properties, there will be many questions that arise, from how to target campaigns to how to measure conversions. It’s not news that Google plans to limit the use of third party cookies, namely cookies generated outside Google, but their new timeline does create a specific horizon for advertisers. However, there are several large Google businesses that already run successfully on first party cookies (cookies generated inside Google), including YouTube. YouTube is a walled garden that runs on first party cookies generated within the platform, making it largely immune from Google’s browser changes.
Contextual targeting will be a highly valuable targeting strategy to evolve and apply in the age of declining cookies as an alternative across the web, and this still holds true for YouTube. YouTube provides a successful example of a business that enables detailed targeting without the trouble of third party cookies.
Contextual targeting is a fantastic option for brands that want to expand beyond audience targeting, and YouTube offers sophisticated options which can be customized for specialized and localized groups, or scaled to include large audiences. Third party cookies are being limited by regulators and major digital platforms. Audience targeting is being scrutinized and subject to privacy laws across more states and countries. CCPA in California goes into effect this year.
All brands can take advantage of Google’s highly accurate targeting options with millions of content data points from billions of videos. Creators learn about their audience and apply these learnings to their keywords, content and metadata, which enables advertisers to reach specialized niche audiences with positive content adjacency and no concern about cookie or data privacy issues when customized appropriately. When brands layer these strategies in keeping with brand suitability best practices and an appreciation of brand suitability’s cultural variations, the results drive maximum brand suitability, content alignment and YouTube advertising performance.
Channel Factory not only works closely with YouTube to develop custom expertise, but provides market-leading brand suitability and quality on top.
At a time when advertisers are uncertain about the future of audience targeting and third party cookie campaigns, Channel Factory provides a pathway to a safer and more effective strategy.