Ad Targeting: Welcome to the Age of Permission

New recommendations from the Cnil, the disappearance of third-party cookies, the beginning of the disappearance of third-party cookies, Apple's announcement on blocking access to IDFA for users who do not consent... 2021 is a decidedly eventful year for actors in the advertising chain. For publishers in particular, the coming months promise to be pivotal. And for good reason: their income depends mainly on the monetization of their inventories and, by extension, on the knowledge of their audiences. Will brands be able to continue to reconcile advertising performance and privacy? What will be the impact of these upheavals on the business model of publishers? Major trends are emerging.

Consent is dying, the distribution context is engagingIn October 2020, the Cnil made adjustments to the guidelines published in July 2019 on the use of cookies and other trackers. A compliance period of six months had been granted to players in digital advertising. There we are. From 1 April, the recommendations of the Cnil must be respected by website editors, at the risk of them being sanctioned otherwise. In fact, it is safe to bet on an inevitable fall in consent rates. According to market estimates, these should fall from around 90% to less than 50% when the new system is put in place. Advertisers, for their part, must quickly take into account these new prerequisites and position themselves as responsible actors committed to building a more virtuous advertising sphere. When we note that the appreciation of advertising is twice as high for campaigns broadcast in quality contexts, brands have every interest in giving priority to the distribution context, a vector of engagement, over user data.Read the full article on Strategies.