Google’s announcement earlier this month regarding their plans to remove support for third-party cookies from their Chrome browser has turned some heads in the world of digital advertising (to say the least). As an advertising solution provider, we know that Terminus customers will need to understand how we are planning to adapt as the future of digital identities and cookie data continues to evolve.
In this article, we’ve provided our summary of how we are addressing these changes, and what Terminus customers can expect as the digital advertising industry continues to phase out its reliance on cookie data for ad serving.
How is Terminus Addressing These Changes?
In a continued effort to protect the online identities of web users, many major web browsers are moving away from leveraging cookie data. Google’s announcement is particularly impactful, as Chrome users make up approximately 66.59% of the desktop browser market share.
In anticipation of this, Terminus has been working for over a year with our data & advertising partners on a hybrid solution to ensure that we are able to support the scale and accuracy that cookies allowed, while also maintaining adherence to the privacy requirements that many countries are now enforcing. This solution will include:
- IP & Contextual Targeting
Terminus has access to a massive database of both household and corporate (business) IP addresses. In regions that enforce GDPR or LGPD privacy laws, we’ll be leveraging a combination of corporate IP addresses and contextual targeting to serve ads. Outside of GDPR and LGPD regions, we’ll be able to use both household and corporate IP addresses, as well as contextual targeting.
Contextual targeting allows us to target people that are actively engaging with web content related to the topics that are most relevant to your business. We do this by scanning the page the ad is placed on in real-time in order to find specific sentiments, keywords, and phrases that customers identify and want to use to target.
Additionally, with the acquisition of new proprietary technology, and through new partnerships with reputable data providers, Terminus is building a robust, scalable, and highly accurate data engine to continue to support our advertising customers well beyond the lifespan of cookies.
- Unified ID
Built as a “Consent-First” framework, Unified ID will allow Terminus customers to leverage the corporate or personal emails of their prospects and customers to do 1:1, contact-level ad targeting. This offering will be available to customers through our direct partnership with The Trade Desk. Per The Trade Desk’s overview:
“When a consumer logs into a website with their email address, an identifier is created based on a hashed and salted, or anonymized version of that email. The identifier regularly regenerates itself, ensuring security. At the point of login, the consumer gets to see why the industry wants to create this identifier and understand the value exchange of relevant advertising, in simple terms (unlike today’s cookies). They also get to set their preferences on how their data is shared. So the consumer is in the driver’s seat.
If the consumer is logging in through a supply partner that’s interoperable with Unified ID 2.0 they get the added benefit of being automatically logged in to any site that’s part of that supply network.”
The Trade Desk made their Unified ID technology open source in March 2021. Terminus will be part of the first public beta for Unified ID starting in March 2021, and we have already begun to experiment with onboarding data to their identity graph.
With Unified ID, Terminus customers will be able to use lists of email addresses, (of web users located everywhere outside of GDPR and LGPD regions), to match known contacts at account. To target web users located in GDPR & LGPD regions, the users’ information will have to be collected with consent, via a form fill or other method, on the advertiser’s website.
We expect to be able to roll out Unified ID for US-based ad targeting after Q3 2021, and outside of the U.S. in early 2022, based on The Trade Desk’s current timeline.
When Will These Changes Start to Go Into Effect?
The Terminus Advertising product team is currently building what are known as “priority ad groups.” After the release of priority ad groups, (expected in Q3 2021), all ad campaigns launched with cookie data will have a fallback in place to target the same audience with a mixture of household / business IP and contextual matching. This ensures that as the availability of cookie data starts to diminish, our customers’ ad campaigns will continue to serve and spend as expected.
Per the timeline mentioned above, we expect our Unified ID offering to be available for US-based ad targeting after Q3 2021, and outside of the US in early 2022.
Is There Any Action Terminus Customers Need to Take?
At this time, Terminus customers do not need to take any action, or make any changes to their Terminus advertising campaigns. We will continue to keep you updated on our plans to address these changes, and will also adjust our strategy as data privacy policies continue to evolve.
Any questions regarding Terminus’s plans related to cookie targeting can be directed to your Customer Success Manager. Additional information related to Terminus’s data policies can be found below.