So that will soon be over! Together Bulgaria Phone Number with privacy expert Lejo Duivenvoorde, I briefly answer the most important questions. 1. What will concretely change and what implications will this have for advertisers? Parties with large datasets of Dutch people – often collected over longer periods and built from public data Bulgaria Phone Number sources and by purchasing and combining data files – lose their business based on the use of cookies. Think of parties such as Experian, Epsilon and Acxiom. The audiences they provide to target advertising will no longer be for sale in adtech environments such as Google DV360. In any case, no longer via the route of third party cookies. On the other hand, a lot is already possible via the third Bulgaria Phone Number party route, but also in the future.
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Scale will be a challenge here. Since Bulgaria Phone Number Google announced that third-party cookies may no longer be used , it is no longer open to new third-party data providers. Acxiom profile image. We will not see many pictures like this in the future… (Source: Acxiom) 2. Is this a big problem for Dutch advertisers? Well no, I don’t think so honestly. Currently, only a very small proportion of digital advertisements target Bulgaria Phone Number audiences delivered through third-party data providers. Targeting is on Bulgaria Phone Number average 20% on affinity groups, 10% on behavioral, around 20% in-market and 50% on socio-demographic factors.
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Targeting based on the focus, content and Bulgaria Phone Number performance of the publisher is the most common. Of course, this varies greatly per advertiser, agency and market in which we operate. The data used here is usually the advertiser’s first-party data or data based on the profiles of Google or other publishers. Also read: This is how Bulgaria Phone Number you take the first steps towards a first-party data strategy So at the moment there is actually very limited purchasing for audiences based on third-party data suppliers. The publisher data is especially central. Good for the advertiser, because the publishers will ensure that they Bulgaria Phone Number comply with GDPR and ePrivacy legislation.
