In a cookieless world, the easy button is dead.
Long before acronyms like GDPR and CCPA, brands turned to the broad reach of ad networks and Facebook’s ever-knowing, ever-changing algorithm. Many gave it a blank check, seduced by the reach, click-through rates, and amassed conversions brought on by Wild, Wild West retargeting approaches. Brand safety wasn’t discussed.
This mentality fed right into the programmatic narrative: Learn as you go, let the data make the decision. Media planners, especially those who weren’t digital natives, were intrigued by the ease of it all. Innovation meant testing new programmatic vendors against one another. Success was measured by whatever metric was the easiest to track and achieve. The battle for last click and last impression attribution was in full force, customer experience be damned.
However, savvy programmatic practitioners have always understood there was no easy button.
So where do we go from here?