Reynder Bruyns, Dentsu Strategy Director About the disappearance of third-party cookies and solutions. Part 2 of a series of interviews on this topic.
As a data-driven organization, you really cannot ignore the disappearance of third-party cookies. A series of interviews on how the industry is preparing for this cookie-free world. In the second interview in the series, we talked with Reynder Bruyns. As the director of strategy, he is responsible for the quality of work delivered by Dentsu and establishing relationships with customers. During this position, he researched related developments and issues in the industry. Since the end of 2018, the disappearance of third-party cookies has been an important topic in this regard, and Reynder tries to make customers aware of the impact these changes will have on the market.
“Many of our customers are purchasing on a large scale, so they are highly dependent on third-party data. Therefore, the impact is great. For customers who have sales channels other than online conversion strategies, the impact is not obvious. In terms of market versus B2B , Customers have fewer consequences, because they usually use first-party data methods to train potential customers, thereby increasing the frequency of work. This gives them a good idea of which touch points are actually important. The B2C department can learn a lot from it .”
“Ultimately, we will have more than 80% of our customers see a noticeable impact. The question really is whether advertisers will experience this way. Because although most customers are aware of these changes, they usually haven’t taken any action, so I am waiting for an alternative solution, but I don’t think this solution will appear. The underlying problem is that people are looking for solutions in the data corner. Data experts do their best to (continue) to recognize everyone, after all, this is theirs Professional. However, we must take a broader approach to this problem. Third-party cookies are indeed the easiest way to succeed in recent years and are abused for this reason. If we persevere in finding alternative solutions, and in If you try to deal with customers in a similar way in the future, you will eventually encounter the same problem again.”
“Our vision is based on people oriented, This is a way of thinking, we have been lost because we regard data as the holy grail. This means that we must pay more attention to consumer behavior and emotions instead of letting data dominate. We must pay more attention to how communication actually attracts attention, and consider how data serves it. Ask yourself what resources and communication are required for human-centered operations, and what is required to ensure that operations are performed in a responsible manner. For example, consider observing privacy and obtaining the correct permissions. This will ensure that you ask more critical questions in all activities. This sounds like a cliché, but I have noticed that many organizations turn a blind eye to this way of thinking.
Therefore, the disappearance of third-party cookies is a positive development because we are forced to examine our actual effectiveness from different levels. Then it applies to consultants who are forced to leave the silo to work with colleagues in other disciplines. At the same time, people pay more attention not only to data, but also to communication and its impact. Organizations must ask themselves what kind of communication (channel) we can really provide consumers.this way people oriented Ultimately, it will ensure that the relationship between advertisers and customers is stronger. I think this is a healthy development. “
“We make our customers aware of this in two ways. In the short term, our consultants can help customers determine what steps they can take in the coming year. For example, we organize a weekly meeting with a team of experts from different disciplines in the organization to discuss the latest developments. . Based on the knowledge we have gathered here, we publish documents and articles to let customers understand the development situation. In order to make the impact of changes visible to customers, we regularly organize webinars to show the possible negatives of budget allocation and revenue influences.
In the long run, we try to clearly explain to C-level customers what is needed to adapt to future development.If you want to motivate the organization to move people oriented Do you need real authorization from the top to truly implement this method of work in your organization? Most organizations are not ready for this because they do not realize that the problem requires a lot of investment. They see the cookie problem as a problem that needs to be solved using features in their current marketing practices. However, this situation requires greater investment. This usually leads to difficult conversations. In addition, the solutions vary greatly depending on the customer’s situation and are very complex. Although people’s awareness has increased, not everyone is willing to make the necessary investment. Especially for those performance-oriented customers.
I did notice that many organizations recognize the vulnerability caused by the corona crisis. They know that certain things are about to change, which makes it easier for us to talk about long-term strategies. We can raise cookie issues more broadly in client organizations, especially those companies that have suffered heavy losses that need to rebuild their business. “
“Countries such as the United States and the United Kingdom usually receive information earlier and are sometimes one step ahead. But the Netherlands is undoubtedly underperforming. Because our data pool is much smaller than that of larger countries, we feel the pain of disappearing third party cookies Much faster. As a small country, we will immediately notice most of the data loss. In Dentsu, we can immediately see the impact that changes may have on customers, because it is easier to obtain cases that can accurately show where the problem is This is why we can consider possible solutions faster. In addition, European laws and regulations force us to be more critical of our marketing activities.”
“A lot of things are happening in our field. The cookie issue is by no means the only point in the discussion about the possible consequences of the digital transition. In addition, the entire department is under a magnifying glass. There are various lawsuits internationally, and there is a lot of political interference. Technology is evolving rapidly. It is becoming more and more important to estimate as accurately as possible what new technology means for the future. This is a difficult task, especially because we are professionally focused on return on investment and focus on the short-term The disappearance of cookies makes this clearer and shows how much we rely on them. Therefore, I worry that once we restore order, we will do our best to identify and pursue as many customers as possible.
If I try to manage on the horizon, I will see a marketing world pay more attention to”experience‘Up’attention‘. The role of creativity in the marketing mix has now been overshadowed by the focus on ROI-driven marketing. The role of data and target group insights is still very important, but it is more qualitative than current big data methods. Solutions similar to ID are of secondary importance to this.
When we talk about the future, I also want to know how to prepare for my children/next generation. How do we make our children and the world around us aware of the opportunities and dangers that rapid digitization brings? Often consumers don’t understand the problem of cookies at all, let alone other modern developments such as AI and machine learning. Moreover, changes are happening so quickly that it is almost impossible for consumers to make conscious choices. I personally have a great responsibility to prepare for the youth. “
This is the second part of a series of interviews with advertisers, agencies, publishers and technical parties conducted by members of the Digital Marketing Transformation Committee of the DDMA Committee. The content involves the disappearance of third-party cookies.