Privacy is increasing.The data market is subject to a growing number of restrictions and now are third -party cookies, which are provided to external servers to know behavior patterns and offer personalized ads, which will disappear in the vast majority of browsers,In principle, at the end of 2023.
This has been the deadline that Google has put, which is the most commercial revenues with its use, to completely eliminate them.Its Chrome browser, which monopolizes 70% of the market share, follows the wake of other software such as Firefox or Safari, which had already taken this step much earlier.
To this we must add that, since the arrival of advertisement blockers and content consumption through applications, the relevance of cookies was increasing.Even so, its elimination is an important advance in data protection, although also an enormous turnaround to the world of online advertising, which had based much of its strategies on the information obtained through these tools.
Being a progressive change, agencies and advertisers have been raiding the land, preparing for the definitive moment.«The suppression of cookies confirms that the digital medium has reached its full maturation phase.This forces to regulate the use of user data and develop initiatives that allow agencies.
Therefore, new instruments such as the Walled Gardens (walled gardens), platforms that manage the data of its users in a kind of closed ecosystem in which external agents do not intervene external."At present, 80% of digital advertising investment will stop the Walled Gardens," says Iilar Zampori, general director of Quantcast for Spain and Italy."The advantages they offer in data and its multiple marketing solutions mark the way to follow in this transition," adds this expert.
Contribute value to the user
In addition to the growing concern of users for their privacy and competition between large technological and their browsers, the end of third -party cookies also arrives because they have been outdated after the development of new technologies such as Machine Learning and artificial intelligence.«The data collected by third -party cookies usually have weeks, even months old.In addition, the source of this data is usually unknown, ”says Zampori.
With these new not so intrusive techniques it is possible to obtain much more precise information from users. Y como explica César Torras, Chief Innovation officer de Hub BBDO&Proximity, lo esencial es aprovecharlas para «aportar valor al usuario», de modo que «ofrezcan información de manera consciente sobre sus gustos y preferencias y se sienta partícipe del proceso».
At first it seemed that Google's alternative to cookies would be FLOC technology (federated cohort learning), which instead of investigating specific user information creates statistics from interests from groups of people.But this week has announced that it will replace them with topics, an advertising system in which an external server does not intervene that classifies themes.From the browser, the user can select the ones you prefer (travel, sports, music) or disable them all.
Quantcast and other companies in the advertising sector, on the other hand, offer solutions that seek to reach the appropriate target in a totally different way.Its artificial intelligence engine and own automatic learning, quantcast ara, processes multitude of signals and applies advanced statistical techniques both to combine them and to interpret audience models.
And is that technology will be the great support that digital marketing will have in the future."There is no doubt that the limitation of cookies will lead to great changes in the sector, so companies that want to adapt to them and not be left behind seek to evolve to deal with the new advertising market," says Zampori.
Another of the reasons why third -party cookies disappear has been the hardening of some national laws.France has been one of the strictest countries and has not hesitated when it comes to sanctioning two giants such as Google and Facebook with fines of 150 and 160 million euros, respectively.
In Spain, measures have also been taken.In 2020, Autocontrol and the Spanish Advertisers Agency (AEA), in collaboration with other agencies such as the State Data Protection Agency (AEPD), they created Laguía on the use of cookies.This document collected orientations and obligations that companies had to take into account when using this already dying digital tool.
Ethics and influencers
Precisely, AEA and Self -control also participated in 2020 in the creation of another regulation, the Code of Conduct on the use of influencers in advertising.In fact, this is another of the great changes that have occurred lately in the digital advertising environment.The Code entered into force in January 2021 and its main objective was to facilitate that any advertising activity carried out by content creators with more followers on social networks is clearly distinguished and thus avoid undercover ads.
"You just have to look at the difference between the mentions of brands they made in 2020 and how they have made them from 2021," says Enrique Díaz, Digital Director and Innovation of Equmedia."Practice all of them are accompanied with an identification message," he adds.
This change has been in line with other measures taken by organizations such as the National Securities Commission (CNMV), which will monitor and impose sanctions to influencers that carry out campaigns on Internet cryptocurrencies aimed.000 people.It all started when CNMV itself drew attention to footballer Andrés Iniesta for advertising one of these virtual currencies without noticing the dangers involved in investing in them.«The influencers are and/or should be the first interested in maintaining their credibility.A good marketing is the one that is capable of being consistent with the values of the brand it represents.If so, influencers will remain profitable for brands, ”argues Torras."It is necessary to delve into it, because in the end that credibility has an impact throughout the sector".
In any case, the influencers is still one of the upward markets in the world of advertising.The trend has already become a global and transverse phenomenon, and all kinds of brands have joined it.According to Wavemaker data, the influencers came to move 9.7 million euros in 2020 worldwide and it is estimated that the figure has risen to 14 million in 2021.In this sense, they are characters that, as Díaz reflects, "will remain profitable for brands while their followers continue to consider referents, whatever reason".
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