Lexicon’s cookieless programmatic deals sound intriguing; especially when you think about giving your campaigns a competitive edge of reaching untouched audiences at half the price of your standard cookied deal. But you may be asking yourself – how exactly does this work, since everything you know and love about programmatic is tied to the cookie?
Real-talk: Trying to get rid of cookies is like trying to clean up glitter after a party or a failed art project. It seems impossible but (trust me on this one) not only can it be done but it can be done well. If you’ve ever had campaigns that had champagne taste on a beer budget, you’re going to want to continue reading.
Step 1—Remove all the cookie crumbs
The first thing we need to do is strip the cookies clean from all deals to make sure that the pipes work. We promise that your campaigns are in safe hands!
Bonus: Get more media buying power without identity or audience targeting fees. Plus reach untapped audiences outside of Chrome.
Step 2—Unblock Cookieless Users
To allow the flow of non-cookied users into the demand platform, you may need to turn on a setting within the DSP to allow unmatched (i.e. cookieless) users into the bidstream. This may vary from platform to platform but it may simply be a setting called “Unmatched Users.”
Step 3—Check for Signs of Life
Once the cookieless deal is live, check that you’re seeing the appropriate performance metrics (e.g. viewability, CTR, and last-click attribution). Our team has worked with various platforms and can help you troubleshoot if you encounter any issues.
Pro tip: For that extra power, use 33Across Impact formats for high viewability and engagement.
Step 4—Scale and Performance
Once the deal is flowing, our team will share insights around bid rate, win rate, eCPMs, and delivery to ensure your initiative is pacing according to plan. Need an extra set of eyes on performance? We can optimize your deal to meet high standards for viewability, CTR, and conversions. Meeting your KPIs is our main objective.
Your 33Across contact can walk you through how to include the segments.
Step 5—Including Third-Party Measurement and Targeting Vendors
Since most vendors are tackling the cookieless world at different paces, you will need to slowly reintroduce additional targeting and measurement partners depending on their capability to operate in a cookieless environment.
Testing cookieless solutions before Google officially pulls the plug on third-party cookies is a smart move for several reasons. You can:
- Work out all of the kinks in test campaigns while you continue to run traditional programmatic deals
- Light up audiences using browsers that were previously unreachable
- Have a better understanding of what it takes to completely rid of the cookie from your campaigns
- Look like a winner for uncovering the efficiency of non-cookied campaigns at scale
By: Alexander Ratajczyk | Director, Channel Sales at 33Across