Online advertising: with the programmed disappearance of cookies, latecomers will “suffer”
How to exist between the dominant players in online advertising Google and Facebook while adapting to new constraints? With the planned disappearance of “cookies”, latecomers will “suffer”, warns Erik-Marie Bion, director in France of Verizon Media, a subsidiary of the American operator which markets advertisements on Yahoo, MSN or Outlook portals. com.
The health crisis caused a collapse of the advertising market, which at the same time became even more digital. How did Verizon Media experience 2020?
It was the “roller coaster”, the roller coaster, but over the year we are growing. Advertisers stopped everything at the start of the health crisis, spending was cut very quickly. In France, we dropped to -30% in the middle of the second quarter, then investments gradually resumed, driven by distribution, services and video games. Thanks to the capacity of measurement which is one of its big advantages, digital has become even more than before a medium of choice for advertisers in a time of total uncertainty. On the other hand, we had a plateau at the end of the year, with the Micmac of Black Friday moved unlike other countries, where the fourth quarter really exploded.
Targeted advertising will face new technical and regulatory constraints. How does the sector intend to adapt?
All the changes have been announced since the GDPR (General Data Protection Regulation, which came into force in 2018, Editor’s note), but Armageddon will arrive in February 2022 with the disappearance of third-party cookies on the Google Chrome browser. Even if that will not change anything for the “first party” cookies (the trackers deposited directly by the consulted website, Editor’s note), those who wait until the last minute to adapt to the world without cookies will suffer.
In the United States and Canada, we announced the Verizon Connect ID which allows us to have a unique identifier but the problem is the size of your network. The authenticated universes will benefit the huge marketplaces. If we don’t have this power, it will reduce our playing field. We will also come back a little to contextual advertising (not using personal data), but not 100% as some promise. Over 90% of what is purchased today uses data.
The digital giants (Gafam) are the subject of antitrust investigations in several countries. Can states successfully unlock the advertising market?
Google has been in a dominant position on search since 2005. We have fallen a long way behind in regulating this market for lack of understanding and I am delighted that the legislator is more and more seasoned in the methods of the digital market, this is good news. But nothing has happened in 15 years, I don’t know if that can help now.
In the digital advertising market, it’s the Google / Facebook duopoly that takes everything. Advertisers are trapped because they are extremely dependent on these powerful players who impose their rules. Our large clients are delighted to have an alternative that allows them to reduce their dependence to make them more autonomous, increase their productivity and offer them more transparency.