In October, the mediaROI team attended two flagship industry events: Future of Cookieless, organized by Minted, and AdForecast, organized by CB News.
Here are the key takeaways:
Future of Cookieless: The End of Third-Party Cookies Is Confirmed
Contrary to summer announcements, it now seems clear that third-party cookies are indeed going to disappear. This will have major repercussions on several aspects of online advertising, including:
- Frequency capping: managing ad exposure frequency will be more complex without third-party cookies.
- Targeting: the personalization of advertising campaigns will need to reinvent itself with new approaches.
- Retargeting: the disappearance of cookies will disrupt this practice, forcing advertisers to rethink their re-engagement strategies.
- Measurement: without third-party cookies, the accuracy of measurement tools will be called into question, hence the need for alternative solutions like Marketing Mix Modeling (MMM).
AdForecast: MMM, an Essential Lever for Advertisers
At the AdForecast event, another key point was emphasized: Marketing Mix Modeling (MMM) is becoming indispensable for measuring the contribution and ROI of French media, particularly in the face of competition from major global platforms.
MMM now positions itself as a reference solution for understanding and optimizing media investments, in a context where channel complexity continues to grow.
These two events confirm that the ongoing technological disruptions are forcing advertisers to rethink their strategies, particularly in terms of measurement and performance optimization.