By now you’ve heard Mozilla’s announcement to set the cookie default to “block” in the release of Firefox 22. With the current version sitting at number 19 it may be a while, but the end is nigh for 3rd party cookies. Looking for response from the industry ADOTAS reached out to OptiMine today and asked CTO Rob Cooley what he thought the impact would be.
You can read his entire answer here, or go with the pasted text below, but the gist is that attention-based advertising has always struggled because it is difficult to place a real value on it using cookies alone. Add the explosion of multi-device usage and the change to Firefox will only only make the problem worse. So, what’s an advertiser to do? Look to impressions:
“Mozilla’s announcement reinforces the risk in relying on cookies alone to value the impact of attention-based advertising, such as display and Facebook. In addition to challenges posed by browsers (among others), cookies fall apart when it comes to tracking across multiple devices. The good news is that there are now ways to use cross-channel modeling to calculate the true value of digital advertising impressions, independent of a specific tracking mechanism such as cookies. In addition to overcoming cookie-inherent limitations, a Value Per Impression (VPI) approach provides advertisers insight into the full-funnel value of their impressions, including the perennially important – but often elusive – brand effect.” – Rob Cooley, CTO
The bottom line: Cookies are nice, but the cookies-only strategy is on life support, and Mozilla’s move to block cookies by default is just the latest nail in the cookie coffin. If you really want to know the value of attention-based advertising, VPI is the only approach.