Google announced on July 22nd that it has scrapped its plans to completely shut down the use of 3rd party cookies on its Google Chrome browser. Google introduced their Privacy Sandbox API, and many data organizations have been testing and trying to figure out how to continue to provide high-quality programmatic ad placements without the use of 3rd Party Cookies.
Well, with the recent news, we can all sleep well knowing these cookies aren’t going away, right? Wrong! Google instead announced that it will use an approach within Chrome that lets people make an informed choice about their web browsing with the ability to adjust that choice at any time.
Building a rock-solid and widespread data foundation is more important now but luckily Google has extended the window to allow everyone to catch up.
At Response Media I have been able to work with our whole organization to build that foundation for us to grow in any direction and allow our clients to utilize our Data Insights foundation and structure to their advantage with or without the use of these cookies. Our new architecture allows us to plug into any piece of our client’s architecture to best utilize 1st Party and 3rd Party Data for customer segmentation and product ad placement for behavioral and contextual marketing strategies.
Here are our solutions and 360-degree approach to meeting clients’ marketing goals:
People Marketing
Response Media began as a list segmentation organization 45 years ago for direct mail (ah, the good old days). This direct customer marketing history is still at the core of one of our strategies, know your customers, personalize their experience and messaging, and expand that customer base. We have the best-in-class database and segmentation team to build these direct consumer profiles and have been building that before the digital revolution even started!
Contextual Ad placement
Contextual ad placement is the pre-cookie method for increasing the likelihood that your ad was put in a place where potential customers relevant to your product or service would see it. This strategy was considered almost extinct but like the great American Bald Eagle has quickly regained momentum and effectiveness. Response Media has been a leading agency for contextual marketing for decades and has taken that experience from Magazine and Newspaper ad placement to the digital world more than 15 years ago.
1st Party Publisher Relationships
Our new VP of Media and myself have given Response Media a new edge by overhauling our Data Architecture to combine with David’s deep partnerships with the biggest DSP/SSP platforms we are beginning the process of providing our clients with the ability to directly connect to publishers’ known people lists to build cohorts and customer segments for the best audience targeting capabilities possible.
Access to Clean Rooms, Walled Gardens, and Decentralized Authenticated Solutions
By building our infrastructure for data security and governance we will be able to access and share information with other vendors by connecting to their 1st party data and sharing without invasions to customer Privacy concerns. We will also be able to work with the big players like Google, Meta, Amazon, Disney, and others to access within their walls a client’s preferred shared ID.
Survey and Panel Solutions
Response Media has been an expert in using surveys and panels to build customer profiles and behaviors to inform strategy on how to move the needle with acquisition, retention, and conversion.
Response Media is leading the way and is ready to go wherever the world of digital marketing takes us and I am excited to share all our capabilities with you! Recently, we’ve partnered with leading technology providers in analytics and paid media. Reach out to learn how you can stay ahead of the curve—cookies or not.
