On Wednesday, February 1st, the time had finally come: high-profile representatives of the Austrian digital economy came together live on LinkedIn at the Programmatic Austria Summit 2023 to discuss the status quo, opportunities and challenges in dealing with the upcoming third-party -Cookies to speak.
It started with Michael Stix (CCO, ProSiebenSat1 Puls4) and Tom Peruzzi (CTO, Virtual Minds), who discussed, among other things, the importance of the appropriate technical infrastructure, data protection and the courage to test.
“Anyone who knows their first-party data, records it in a compliant manner and maintains it properly is certainly at an advantage,” says Tom Peruzzi.
Afterwards, Jürgen Hofer (editor-in-chief, Horizont Austria) welcomed the top-class panelists one after the other to clarify questions that are currently affecting the entire industry. This resulted in exciting insights into how agencies, advertisers and marketers deal with the switch from third-party cookies to alternative solutions.
A world without third-party cookies: opportunities, challenges, developments
First, Valerie Brugger (Samsung) addressed current challenges faced by national and international advertisers and presented key developments and strategies that the company is currently focusing on. Michael Buchbinder (Seven One Entertainment) explained that data protection on the publisher side is particularly important. He also gave insights into the focus on first-party data, including through the 7Pass login standard offered by ProSiebenSat.1.
In contrast, heute.at pays particular attention to easing entry hurdles, as Alexandra Hofer (Goldbach) announced. 90% of the publisher’s inventory can already be addressed programmatically. Contextual targeting is a particularly good alternative to cookies, as Hofer explained. Nicola Pohoralek (GroupM) not only agreed afterwards, but also explained that many approaches are being tested, especially by the agencies. In addition to contextual targeting, GroupM pays particular attention to algorithms.
Melanie Gegenleithner (iProspect) then pointed out that identifiers need to be expanded not only on the agency side in order to weaken barriers and strengthen the strengths of ID approaches. Last but not least, Christoph Kellner (Mediaplus) presented the special needs that the agency’s customers already have. Today, customers need to be met and supported more than before so that the switch to alternative solutions is successful on all sides. The targeting potential of non-personalized data should also not be underestimated.
The different perspectives, assessments and insights into how the coming change will be dealt with received widespread approval from the participating viewers.
Did you miss the event or would you like to watch certain insights again? Click here for the recording of the Programmatic Austria Summit 2023.