A challenge facing all advertisers today is how to navigate the digital advertising market without third-party cookies. For Australia-based advertisers looking to reach the Asia-Pacific region, The Wall Street Journal Barron’s Group has observed the changing privacy landscape and its impact on the digital marketing ecosystem.
Investments to serve Australian advertising customers will now ramp up in the region, including the new partnership with WeThinkMedia and other mediums.
See also: Wall Street Journal Barron’s Group partners with WeThinkMedia
Third-party cookies and the privacy landscape
The company’s media sales manager and The Trust for Asia-Pacific, Julia Clyn (pictured above), says Media Week on the impact deleting third-party cookies will have on customers who use its news destinations, including WSJ, MarketWatch, Barron’s, Mansion Global and Financial News, which reach more than 122 million users worldwide each month ( according to data from the third quarter of 2021).
“For many years, there has been increasing pressure from consumers and regulators to better protect the privacy rights of website users on the Internet. In 2018, for example, an important regulation called GDPR was passed in the EU – what it required was that websites had to be explicit about their use of third-party cookies, they had to obtain user consent to collect their information and share how that information was going to be used. It also meant that the arrangement between users and websites could be disabled at any time.
Digital players such as Google and Apple have introduced new protocols regarding data collection, and although the Australian government now requires a disclaimer regarding data collection from Australian-based websites, it does not yet require that the user consents.
Clyne explained: “Most will agree that what will fundamentally disrupt the industry is Google’s phasing out of third-party cookies, which alone accounted for 52% of the $292 billion global digital ad spend last year, according to digital advertising consultancy, Jounce Media.
Challenges and Opportunities
An immediate challenge for brands will be to establish and foster a direct and trusting relationship with customers, if this has not already been done.
“Increasingly, brands will need to refocus their efforts on collecting (more) first-party data, which will require investing in new technology infrastructure, and some may also be considering new partnerships with publishers. in the future,” Clyne said.
“At the same time, moving to a cookie-free era will create opportunities to reinvent relationships and think about new products, ultimately improving personal user experiences in the long run.”
Proven exclusive digital solutions to help advertisers
“The eventual opt-out of third-party cookies presents a challenge but also an opportunity for many brands and marketers,” Clyne added. “The Wall Street Journal Barron’s Group is fortunate to be in a position where we have very strong first-party data (thanks to the fact that we introduced a paywall on the WSJ website in 1997), which means that we know what our customers want to read, how they interact with our products, and most importantly, what content we can create on behalf of our advertisers that will resonate with our audience.
APAC advertisers using The Wall Street Digital Network can reach 10 million readers per month.
“We have more paid readers than ever before, which is a testament to the quality and value our journalism brings to readers.
“We are ahead of the curve by not relying on cookies, and given our direct and deep digital relationship with loyal members of the Wall Street Journal Barron’s Group community as well as access to deterministic data built for over 25 years now, we’ve been confident to thrive in a cookie-free future and drive strong results for advertisers around the world.
“Over the past five years, we have focused on organizing our data into a robust infrastructure, through our investment in our own CDP (Customer Data Platform) which hosts all of our unstructured and structured data.”
clyn said Media Week that the group had been able to create proprietary advertising products and applications from its data, which help to better meet the needs of advertising clients.
“Our suite of unique and scalable ad technology products and solutions includes 1P audience segments, proprietary contextual targeting solutions, proprietary technology that optimizes blocklists, and Insite, a tool that allows us to see , in near real time, what editorial content, editorial formats and editorial products our audiences interact with.”
Google has extended its deadline for removing third-party cookies from its Chrome browser until 2023, which means marketers have time to properly explore a partnership with a publisher that has developed a successful strategy for the future. .
Photo: University of Queensland/Louis Dillon Savage