# Personification, the new frontier of online advertising Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-10-17 Category: TECHNOLOGY Category URL: https://financedigest.com/category/technology Meta Title: The Future of Online Advertising: Navigating the Post-Cookie Era Meta Description: Discover how digital advertising is evolving as third-party cookies phase out, and explore the key players shaping the industry's future. Stay ahead of URL: https://financedigest.com/personification-the-new-frontier-of-online-advertising-2html ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/what-is-advertising-the-answer-to-that-question-will-change-your-advertising-campaigns-1000x600-1-1736815015951-compressed.webp) ![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/geoffroy-martin-450x446-1736815015623-compressed.jpg) _By_ **_Geoffroy Martin,_** _COO, Ogury_ It is undeniable: personalised advertising based on third-party cookies and advertising IDs is bound to disappear. While some will carry on and try to push back, waiting for Google to finally deprecate [third-party cookies](https://www.theverge.com/2022/7/27/23280905/google-chrome-cookies-privacy-sandbox-advertising), others are racing to find possible solutions for sustainable online advertising. The question everybody will ask however is who will come ahead and who will be [left behind](https://www.financedigest.com/click-and-collect-or-get-left-behind.html "Click and Collect or get left behind")? [Digital advertising stakeholders are facing](https://www.financedigest.com/3-top-digital-asset-threats-facing-your-brand-in-2017.html "3 top digital asset threats facing your brand in 2017") a number of challenges, be they regulatory, technological or ethical. At a time when GDPR is taking [centre stage](https://www.financedigest.com/hr-data-taking-centre-stage-in-the-financial-sector.html "HR data: taking centre stage in the financial sector"), third-party cookies are being phased out and more and more users are rejecting online tracking, an industry overhaul was unavoidable. So, how will the industry evolve in the [coming years](https://www.financedigest.com/mild-sourness-products-is-expected-to-fuel-growth-of-sour-sugar-market-in-coming-years.html "Mild Sourness Products Is Expected To Fuel Growth Of Sour Sugar Market In Coming Years")? AdTech players can be broken down into three distinct categories, reflecting their state of acceptance, or denial, of these new expectations. The first category is made of the walled gardens (think Facebook or Google) and well-established retailers such as Sainsbury’s. To no one’s surprise, they will continue to [grow as they have access](https://www.financedigest.com/the-npwt-suction-pads-market-to-grow-on-an-effective-and-accessible-note-backed-by-innovation.html "The Npwt Suction Pads Market to grow on an effective and accessible note backed by innovation") to 1st party data, keeping themselves sustainable. The second category encompasses traditional [digital advertising](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising") players, who continue to deliver campaigns based on cookies and advertising IDs. They represent a significant part of the market’s ad spend, even if only based on a [short-term approach since it is still possible to leverage user IDs today](https://www.financedigest.com/in-planning-for-today-dont-lose-sight-of-tomorrow-avoiding-short-termism.html "In planning for today, don’t lose sight of tomorrow – avoiding short-termism"). However, this form of exploitative advertising will become obsolete in the [near future](https://www.financedigest.com/demand-for-tissue-and-hygiene-market-from-key-end-use-sectors-to-surge-in-the-near-future.html "Demand for Tissue And Hygiene Market from Key End-use Sectors to Surge in the Near Future") – it is a matter of “when”, not “if”. And should they not adapt, these actors will end up disappearing, this is inevitable. Additionally, brands who continue to run these campaigns are facing [mounting pressure](https://www.financedigest.com/factbox-global-banks-take-axe-to-jobs-as-cost-pressures-mount.html "Factbox-Global banks take axe to jobs as cost pressures mount") regarding the use of consumers’ personal data. One can very well imagine a [leading decision-maker for a major brand](https://www.financedigest.com/tech-amigos-provides-unrivalled-aws-cloud-service-support-for-autorama-groups-leading-brand-vanarama.html "Tech Amigos provides unrivalled AWS cloud service support for Autorama Group’s leading brand, Vanarama") demanding that their media agencies stop all campaigns relying on IDs in the very near future. The Unified ID players are also part of this second category, as they replicate ID-based technologies within non-scalable ecosystems that are not only siloed but also cannot be interoperable. Imagine an international advertiser and its agency needing to [sign an agreement with each of these players to deliver](https://www.financedigest.com/adnami-signs-agreements-with-schibsted-and-amedia-to-deliver-high-impact-ads-with-unparalleled-reach-across-the-nordics.html "Adnami signs agreements with Schibsted and Amedia to deliver high impact ads with unparalleled reach across the Nordics") campaigns to a target of over a quarter of a million users… The third and final category is made up of open internet [players who have understood that a new generation of technology](https://www.financedigest.com/computer-assisted-anesthesia-systems-market-industry-analysis-opportunities-technology-demand-top-players-and-growth-forecast-2027.html "Computer Assisted Anesthesia Systems Market Industry Analysis, Opportunities, Technology, Demand, Top Players and Growth Forecast 2027") is needed. A [technology](https://www.financedigest.com/adverty-launches-industry-first-streaming-video-technology-for-in-play-ads-in-partnership-with-seenthis.html "Adverty launches industry-first streaming video technology for In-Play™ ads in partnership with SeenThis") that is respectful of users’ privacy and independent of cookies and IDs – an essential evolution for a future-proof advertising ecosystem. The widely known alternatives, such as [contextual and semantic targeting](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV"), may seem like an easy substitute, but do not go far enough in truly understanding users’ interests. They [don’t offer the differentiation that brands and advertisers need](https://www.financedigest.com/you-dont-need-magic-to-anticipate-your-customers-needs-just-the-right-tech.html "You don’t need magic to anticipate your customers’ needs, just the right tech"), and finding a more advanced solution is now crucial. One thing is for sure: personalised advertising has come to an end. A less intrusive alternative is needed and already exists in the [form of personified advertising](https://www.financedigest.com/why-exhibiting-is-one-of-the-best-forms-of-advertising.html "Why Exhibiting Is One of the Best Forms of Advertising"). This technology respects users’ privacy by targeting personas instead of the users themselves, and the destinations where they consume content, instead of an [individual’s own identity](https://www.financedigest.com/digital-identities-creating-value-for-individuals-and-industries.html "Digital Identities: Creating Value for Individuals and Industries"). Ultra-personalised advertising tactics distort the true purpose of the internet. For instance, a sports [brand promoting a new bike doesn’t need to target](https://www.financedigest.com/big-brands-set-to-miss-plastic-sustainability-targets.html "Big brands set to miss plastic sustainability targets") specific individuals interested in cycling and living within a certain distance of its catchment area. What it wants is to show this new model to 100,000 people who are likely to buy a bike, and [reach them on their most visited platforms – effectively more varied than just cycling-specific websites](https://www.financedigest.com/cultural-considerations-when-developing-websites-for-global-audience-reach.html "Cultural Considerations When Developing Websites for Global Audience Reach"). These are the foundations personified advertising is built on. It is based on historical [data and a comprehensive understanding](https://www.financedigest.com/understanding-the-realities-of-payment-data-monetisation.html "Understanding the realities of payment data monetisation") of how users behave on the internet, including what online habits they tend to follow. This makes it possible to define millions of personas and [assets without having to intrude upon the privacy of an individual](https://www.financedigest.com/uks-cineworld-to-not-sell-assets-individually-denies-talks-with-amc.html "UK’s Cineworld to not sell assets individually, denies talks with AMC"). To [ensure that historical data](https://www.financedigest.com/finance-firms-must-ensure-they-fix-data-fundamentals.html "Finance firms must ensure they fix data fundamentals") stays relevant, it is constantly updated and validated through surveys taken by large user panels. These insights are then refined on a [rolling basis through delivery and performance data from ongoing campaigns](https://www.financedigest.com/google-to-roll-out-anti-disinformation-campaign-in-some-eu-countries.html "Google to roll out anti-disinformation campaign in some EU countries"). This means that personification is the only true guaranteed method for future-proof advertising, targeting a large [number of users in a precise and mindful](https://www.financedigest.com/why-challenger-banks-need-to-capture-the-hearts-and-minds-of-todays-consumers-to-become-the-number-one-choice-in-the-retail-banking-sector.html "Why challenger banks need to capture the hearts and minds of today’s consumers to become the number one choice in the retail banking sector") manner. [Online advertisers are facing](https://www.financedigest.com/online-valuation-tool-is-the-new-face-of-the-pre-owned-watch-industry.html "Online valuation tool is the new face of the pre-owned watch industry") a defining dilemma: cling to old methods and face extinction, or look for different and more sustainable alternatives to survive. It is much preferable to look to a future that will bring [balance to both brands’ and users’ expectations](https://www.financedigest.com/theres-a-fine-line-between-relinquishing-control-and-accountability-financial-institutions-must-balance-both-to-successfully-cloudify-operations-and-meet-customer-expectations.html "There’s a fine line between relinquishing control and accountability. Financial institutions must balance both to successfully cloudify operations and meet customer expectations"), and personified advertising will play a pivotal role in this new era. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---