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  • Writer's pictureMichael Burns

Navigating the Cookieless Future: The Power of Curated Deals

With Google's recent decision to eliminate cookies, the digital ad industry is at a crossroads. Cookies have long been the linchpin of targeted advertising, offering unmatched accuracy and reach. Yet, this shift ushers in greater complexity and a need for a fresh strategy, pushing the sector towards innovative solutions to streamline ad buying, merge various tactics, boost optimization efficiency, and ensure precise performance evaluation. Among available strategies, the concept of curated deals stands out as particularly suited for the upcoming cookieless era.

Simplifying Ad Buys with Curated Deals

Curated deals introduce a streamlined approach in the advertising world, bundling multiple publishers under a single deal ID. This setup consolidates audience targeting, supply chain, optimization, and measurement into one package, making the advertiser's job easier. Its flexibility allows for ongoing tweaks, significantly enhancing DSP performance.

Originally, retail media networks leveraged these deals for targeted audience delivery, cost-effective premium inventory, and precise ROI tracking. Now, they play a pivotal role in overcoming audience segmentation, combining various targeting methods—like contextual targeting, alternative IDs, and publisher collaborations—into a unified strategy.

Beyond Cookies: Diversifying Targeting Strategies

As alternative IDs emerge to fill the gap left by cookies, it's clear they alone won't suffice. With the expected decline in identifiable ad inventory, advertisers must look towards a broader array of targeting strategies.

Curated deals come into play here, offering a way to balance investments across alternative IDs, contextual targeting, audience modeling, and more, thus reducing complexity and optimizing ad spend.

Finding Gold in Non-Addressable Inventory

The decline of cookies necessitates a reevaluation of non-addressable inventory. Historically, ads targeting specific contexts have performed well, independent of cookies. As non-addressable inventory becomes more affordable, it presents a golden opportunity for advertisers to achieve high ROI through sophisticated targeting.

Curated deals help unlock this potential by packaging various non-addressable targeting strategies, simplifying supply management, and encouraging the exploration of new strategies.

Cutting Through Complexity and Building Partnerships

The transition away from cookies introduces a variety of targeting tactics, requiring advertisers to be more adaptable and resourceful. Curated deals ease the burden of this increased fragmentation by fostering easy partnerships and streamlining operations without the hassle of traditional integration processes. They pave the way for customized solutions and collaborative innovation, enhancing flexibility in the cookieless landscape.

In essence, as the digital advertising world braces for a significant shift away from cookie-based targeting, curated deals offer a promising avenue for advertisers. By bundling diverse targeting strategies into cohesive packages, they present a valuable tool for navigating the complexities of a cookieless future with ease and efficiency.

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