COOKIEPOCALYPSE: WHAT ARE THE MOST EFFECTIVE STRATEGIES FOR ADVERTISERS TO RESHAPE THE FUTURE OF ONLINE DISPLAY ADVERTISING?

Nadr El Hana (), Maria Mercanti-Guérin () and Ouidade Sabri-Zaaraoui ()
Additional contact information
Nadr El Hana: EDC - EDC Paris Business School

Post-Print from HAL

Abstract: Third party cookie is a tacking code set by a third-party platform or a technology provider on the website the user is visiting. This small amount of text identifies users online, reveals their interests and provide powerful informations useful in enhancing online display advertising. With the passing of new legislations protecting the user's privacy, the phasing out of third-party cookies has started. By 2023, all major browsers will block all third-party cookies and identifier for advertisers (IDFA) tracking. Therefore, advertisers and marketers are becoming more restricted in their ability to create user profiles, personalize ads and analyze performances. Advertisers need to start pivoting now to prepare for what's next. In that context, the purpose of this study is to investigate different alternatives and forecast technological progress to help advertisers implement the most appropriate strategy (ies) to effectively overcome this disappearance of third-party cookies. By conducting semi-structured interviews with 15 experts, and according to the main benefits of third-party cookies (i.e., targeting; attribution scale), we have established a framework which categorize the alternatives strategies into six categories. The study has strong implications for advertisers and policy makers.

Keywords: Third party cookie; display advertising; web tracking; online behavioral targeting; attribution; user privacy (search for similar items in EconPapers)
Date: 2022-06-28
References: Add references at CitEc
Citations:

Published in Green, Digitizing and redefining Aims in an Uncertain and Finite World, Aciek 2022, Jun 2022, Seville, Spain

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03779006

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().