Partnerships will tighten and the advantages of first-party data will take an even greater center-stage role.
Google announced recently that YouTube, its video-sharing platform, will leave cookies behind and turn to logged-in user data to verify views and ensure that relevant advertising reaches the right consumers, especially in the mobile space.
The January 20 announcement carries major implications for mobile marketing and advertisers. As cookies are replaced in a mobile ecosystem — which YouTube says generates more than half its views — partnerships will tighten and the advantages of first-party data will take an even greater center-stage role.
The YouTube-Cookie Shift: What It Means for Measurement and Targeting
In a nutshell, Google is turning to the true potential of first-party data that its YouTube users represent. Logged-in users will strengthen YouTube’s ability to accurately track views — skipping cookies in favor of Google’s Customer Match.
Moving to logged-in user data also allows publishers, brands, and marketing to draw on all the highly contextual demographic and behavioral data that Google gathers as its mobile consumers search and interact with services. The shift additionally solves for cross-device challenges — device to device, logged-in Google users represent a data flow that cookies struggle to capture.
The change represents deeper implications still. Google is rolling out the shift for YouTube, but there are already indicators in place that something more far-reaching is going on. [Article continues on StreetFightMag.com]
Tyler Johnson is Director of Programmatic Sales and Strategy at Verve.
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