Marketers are complacent, they know that changes are coming and that ‘third party cookies’ are being phased out on portals, which will fundamentally change the tenets of advertising. However, since this will only start happening after 2023, at least regarding Google, they behave as if there is plenty of time and that they do not need to start preparing for the upcoming changes. This is the conclusion of the first panel officially titled ‘How the World is Getting Rid of Cookies and What This Means for Advertisers, Agencies, and End Users’, aimed at explaining how to prepare for a new era of advertising, and even a more private Internet. The panel took place at Lider’s conference Marketing and Sales by Numbers, which is being held hybrid for the second consecutive year, with some attendees present at the Zagreb brewery Pivana and others online, which can be followed on YouTube channel. However, epidemiological measures are somewhat relaxed, so there are more visitors at Pivana.
At the first panel on “cookies”, participated Dubravka Srkulj, marketing manager for LAQO Croatia Insurance, Robert Petković, Digital Analytics Consultant, David Peranić, Digital Marketing Strategist at Kontra, and the panel was moderated by Ilija Brajković, founder and director of Kontra. They all agreed that the upcoming changes resemble the implementation of the GDPR legal solution. We all knew two years in advance that we would have to change a lot in our business, but we started dealing with it a month before the implementation of that law. And no one, the panelists concluded, really excelled in that campaign preparation.
And GDPR is also the ‘culprit’ for these changes in user privacy rights that are coming, which will change the way advertising works. However, the panelists agreed that this does not mean that advertising will disappear and that we will return to the settings of untargeted ads, such as on television, where ads for women’s products and ads for athletes and cars change every five minutes.
Peranić from Kontra said at the panel that there will still be personalized data that advertisers can rely on, especially since Google is announcing its own ‘privacy sandbox’.
– Every user will still have their private space and we will decide for ourselves to whom we will give data; the goal is for us to manage that data ourselves. Some applications are already asking us if we want relevant ads or regular ads. But yes, we should manage our private data ourselves, but users are quite stupid – joked Peranić.
Srkulj responded that there will be more work for CRMs and ‘first party cookies’ after the implementation of changes, and that relevant ads should be tried to be placed in that way.
– CRMs can give us a lot of data about what users do offline and online, they can recognize who has had three total losses in the last three years, for example, if we are talking about insurance, who drives carefully and obeys the laws, who spent 5000 kuna in a web shop, and who 50000 kuna. When the changes occur, the focus will be on existing users, whom we will have to pamper more, because we will get much more from them – advised consultant Peranić, who concluded that there will also be work for artificial intelligence and machine learning that will assess how to properly ‘target’ ads.
After the first panel, the podium was taken over by Željko Čačinović, Senior Salesforce Consultant from HSM Informatika, who gave a presentation on the Digital (R)evolution of Sales and Marketing, which, he said, is changing just as the evolution and industry is changing. Industrial revolutions are revolutions for marketers and sales, and although the 4th Industrial Revolution is a challenge for that sector, it is not insurmountable with the right approach and the use of new technologies.
– This is a priority for the survival of numerous industries, including marketing – believes Čačinović, who also offered several good technological tips on how to adapt to these changes.
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