OMP is on the way out, direct deals are the way forward
With the deprecation of third-party cookies we believe that advertisers will no longer be able to rely on the Open Marketplace for effective ad delivery. Instead we’re getting ready to see a strong shift in priority towards Programmatic Direct, Private Marketplaces, and Direct deals. Our first-party data insights tools enable us to see the audiences our advertisers are currently targeting in the OMP, and help them replicate and activate these audiences even more effectively via direct deals.

We see a strengthening in advertiser-publisher relationships
In this new digital landscape, advertisers need to know their audience better and work more closely with publishers. We leverage our first-party data insights to help advertisers profile and target their audiences more effectively. This collaboration is crucial for advertisers to thrive as the industry transitions away from third-party cookies.

We’re embracing new technologies and innovation
We are pioneers in innovative solutions like Data Clean Rooms, which enable advertisers to match their audiences with ours and gain deeper insights. As leaders in the post-cookie world, our commitment to forward-thinking and experimental approaches ensures that advertisers can navigate the new privacy-first environment successfully, utilising innovative technologies to enhance ad performance.

When (indeed if) the deprecation of third party cookies comes it will signify a significant shift in the digital advertising landscape. Yet while some may view this change with trepidation, here at Immediate we see it as an opportunity to innovate and adapt to the evolving needs of the industry.

All the data is still out there. The only thing that’s changed is who owns it
It’s easy to think that the demise of third party cookies means the demise of all the data, insights, and knowledge that advertisers have historically relied on to target specific users and audience segments. But that is not the case. The only thing that’s changed is who owns the data. Previously it was third party data providers, now it’s the publishers themselves. This shift in data-ownership will mean a number of things:

OMP is out, Programmatic Direct is in
Advertisers will no longer be able to rely on the Open Marketplace for effective ad delivery. Instead get ready to see a strong shift in priority towards Programmatic Direct, Private Marketplaces, and Direct deals.

Advertisers are working more closely with publishers
In the open world advertisers don’t know their audience, because they don’t need to. The programmatic landscape powered by third party cookies does all the targeting for them. But in the new world, advertisers need to know their audience. And to do this they’ll need to work directly with publishers.

But time is ticking. At the moment, publishers can see who their biggest programmatic spenders are. More than that they can also profile that audience using first party data insights. This is invaluable to advertisers navigating the transition from the old world to the new.

When the sun finally sets on the third party world, it will be those advertisers who have already discovered, and begun activating their audience through the direct first party channels, who thrive.

The most successful advertisers will be those that find out who their audience is while they can. That way when the curtain eventually closes on the open world, those advertisers won’t be left in the dark. They’ll know their audience because they’ll know the publishers who can help them target them.

The emergence of new and exciting technologies
Enter: Data Clean Rooms. A new innovative technology that enables an advertiser and a publisher to match their audiences, gain insights, and target overlapping users and their lookalikes.

And although Data clean rooms are one of the first exciting technologies to emerge in the post-cookie transition, we expect that they are certainly not the last. New technologies to help advertisers navigate the new cookie-less, privacy-first digital advertising environment will continue to emerge, and it is those with the most forward-thinking, experimental, innovation-first mentalities who will best capitalise on these advances.

Here at Immediate we consider ourselves pioneers of the post-cookie world. Back in 2018, we became the second UK publisher to roll out a truly cookieless, award-winning data product, having started to build unique, targetable segments a year earlier. The scale of our reach and the strength of our content means our first-party data offering is unmatched. Over the last three years, we’ve removed all reliance on third-party data. This means we can offer our clients a truly first-party data offering

In addition, through our audience consultation service we are already working closely with advertisers and agencies to identify their soon-to-be-gone open-marketplace audiences, and prepare to activate them in private programmatic and direct channels.

We are also already using data-matching in a limited number of live-campaigns. Having seen exceptional uplift in results so far, we look forward to rolling this out across all our campaign offerings.

Partner with us today to unlock the full potential of your audience through innovative, first-party data-driven advertising.

Supplementary Stats

• Addressability down by 70% due to users rejecting cookies or browser restrictions.
• 75% of total programmatic digital display will be from Direct-Sold ads by 2024.
• 50% OMP drop from 2018 to 2024.

Source: IM deck