30-second summary:

  • On September 16, Apple launched iOS 14, a major overhaul of the Apple operating system that requires users to authorize information (IDFA).
  • This was followed by announcements from Google that they will be embarking on a similar path for Google Chrome, effectively disabling tracking in Safari, which is 90 percent used on iPhones, and Chrome, which has five percent.
  • These steps towards data protection and compliance with marketing guidelines are practically a lynchpin away from the traditional advertising and search engine marketing industry, which will have an impact on later players like Facebook and national media agencies like GroupM.
  • More details on how marketers can navigate a world without cookies.

One of the most impactful changes to internet advertising and media has been largely unspoken in agency and SEO chatter. However, like switching from a desktop landscape to a mobile landscape, there is no procrastination for the world to come without cookies.

On September 16, Apple launched iOS 14, a major overhaul of the Apple operating system that requires users to authorize information (IDFA). IDFA is used to track user behavior for advertising.

This was followed by announcements from Google that they will be embarking on a similar path for Google Chrome, effectively disabling tracking in Safari, which is 90 percent used on iPhones, and Chrome, which has five percent.

These steps towards data protection and compliance with marketing guidelines are practically a lynchpin away from the traditional advertising and search engine marketing industry, which will have an impact on later players like Facebook and national media agencies like GroupM.

Content created in collaboration with SherloQ ™, Inc.

National TV and PPC advertisers aren’t waiting around

Due to its highly competitive and expensive nature, we are again seeing some key players led by the Advertising and Infringement Law Search category.

Smith & Hassler, a nationally recognized personal injury law firm that appoints Judges Alex Ferrer and William Shatner as television speakers; and Mike Slocumb Law, a law firm known for its use of prominent speakers and sometimes outrageous style. They are both first use cases of using Natural Language Understanding (NLU) for extraction of first party content and data, as well as the automatic AI that helps automate marketing to Google without the use of cookies.

In both cases, the companies have partnered with and implemented SherloQ ™, supported by IBM Watson, to implement cookie-free and compliance-free changes for the marketing of their websites.

A recent story published by AdWeek quoted Andrew Casale about a boiling future for publishers who said it best:

“Publishers have seen no recovery in their CPMs and, like Root, are of the opinion that the focus of online media trade will be on first-party data from publishers, as this type of targeting means that less personal information is exchanged (comparatively) . anonymous ad tech gamers. “

The swift move towards using first-party data and AI automation will not be limited to a single industry. Privacy is a major selling point, and while Apple has allowed an extension to IDFA, largely due to the time it takes developers to use these new frameworks, Apple and Google won’t wait for the advertising industry to contribute.

If your agency or company would like to learn more about how SherloQ ™, powered by IBM Watson, can help navigate a world without cookies, download our whitepaper to learn more about our framework.