There's a cookie funeral and you're invited! The desire for web privacy, CCPA, GDPR and browser amendments is changing the face of advertising and brings great opportunities. Oliver Fegan
What are cookies?
The goal of third party cookies is to track a consumer's existing browsing behaviour to enable personalised advertising based on website interactions and site visits.
What has changed?
In April 2016, GPRR was announced by the EU to enhance personal data privacy and in 2017, Apple made changes to no longer allow for third party cookie tracking on it's Safari browser. In 2019, the Firefox browser did likewise. In short, 40% of web browsers couldn't be tracked from this point.
These moves and a wave of new privacy-led browsers such as Brave forced Google to follow suit fearing the dominant Chrome turn into the next Internet Explorer, thrown into the web abyss! CCPA commenced in Jan 2020 and this coincided with Google announcing Chrome would remove the use of third party cookies by Jan 2022.
Ergo...the cookie is dead...long live the privacy king!
What are the general implications?
For advertisers, targeting individuals based on their tastes and behaviour will become more difficult and will not be possible in it's current guise after Jan 2022.
[Note: Where there's money, there's innovation so we are likely to see platforms built to mimic this personalization but let's set that aside...]
What are the implications for the movie industry?
In the short term, film marketers are likely to see the cost of reaching look-alike audiences continue to increase. Beyond 2022;
- Building look-alike audiences will be more difficult or impossible
- Stand alone websites will become even less efficient as cookie related audience transfer is not possible
- With CCPA, GDPR and other international standards rightly putting consumer privacy interests first and browsers following suit, movie companies need to build smart first-party data strategies in place to build their own audience.
All hail first party data!
What sorts of strategies will work?
So the ONLY viable way to effectively market online going forward is to amass your own first party data (e.g. email addresses). To be smart and to amass first party data (first party cookies are still ok), we need to connect movie marketing to a single destination website which you own (i.e. not Facebook) and where we can encourage transactional exchanges.
Think of a transactional exchange as an opportunity to garner first party data in return for something of value. e.g;
- Buy tickets to watch a movie
- Take part in a quiz or competition to win a prize
- Stream content
- Earn loyalty rewards for movie engagement
We in usheru believe there is a great opportunity for the industry to put the consumer first and see every interaction as a way to build fan loyalty AND build an understanding of their content/movie preferences. We in usheru are also focused on connecting movie marketing to the ticketing process to automatically amass transactional first party data and empowering real marketing conversion metrics.
The overarching benefit may be the death nail in the mass-marketing coffin.Did this answer your question?