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Google recently announced that it will stop the use of third-party cookies. Read on to learn how this will impact you and the digital advertising industry at large.

What does Google’s announcement mean for the digital advertising industry?

Following the move by Apple and Firefox in 2017 and 2019, Google’s announcement to stop the use of third-party cookies was almost inevitable. Alongside legal changes such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), consumer attitudes towards data privacy are also changing. Ultimately, the ad-supported web is at risk if digital advertising practices don’t evolve.

The most salient part of the announcement is the removal of third-party cookies. Cookies are small pieces of code that websites deliver to a visitor’s browser and that stick around as the person visits other sites. They can be used to track users across multiple sites and can be used to target ads and see how they perform.  Google also announced a stop to other probabilistic tracking techniques such as Fingerprinting. 

The lower end of the marketing funnel is where the impact will be felt most. Retargeting in particular, not only relies on cookies for precise targeting, but also attribution – conversion measurement is critical for campaigns at this end of the funnel. Brand awareness and consideration campaigns, which rely on metrics such as reach, viewability, VCR and ad recall will be less impacted.

The prospect of a cookieless future is likely to cause a shift to app-based advertising. Instead of cookies, in-app advertising relies on Device IDs; IDFAs (ID for Advertisers) for Apple and AAID (Android Advertising ID) for Android. Not a bad consequence for advertisers, considering consumers spend an average of 5 hours a day on their mobile, 90% of which is spent in-app.

As for web ads, first-party data will become even more powerful than it is today.  Publishers who can find a way to better leverage their data will have an advantageous position. Third-party audience advertising will evolve towards more contextual targeting

We will all have to wait for more to be revealed about the Google Privacy Sandbox to understand the exact implications of the change. One thing’s for certain, users will gain more transparency, choice and control over their interaction with the digital advertising ecosystem. The future belongs to those that embrace this new advertising model driven by user choice.

What changes should advertisers make?

The 2-year grace period means no drastic action needs to be taken right away.  However, advertisers should take a closer look at the reliability and safety of their data. As prescribed by the ePrivacy Directive and the recent investigation by the ICO, the only legitimate data is the one consented by the user.  

Advertisers should look to work with partners who obtain user consent before collecting any data. That consent must be explicit, freely given and unequivocally traceable.

Whatever technology replaces cookies, obtaining explicit and unambiguous consent will remain paramount to building a long-lasting relationship of trust with consumers. Across the web, app and all other advertising channels.

What does the Google change mean for Ogury?

Ogury’s technology is SDK based. We do not use third-party cookies or fingerprinting so the announced changes do not affect Ogury.  Furthermore, we collect and generate only consented data, driven by user choice. We use this unique, reliable user and behavior data, to effectively engage mobile users.  

Is this a step in the right direction for the industry?

If the change succeeds in providing more transparency, choice and control to users there is no doubt it is a move in the right direction.  The internet was built on the opacity and deception that it is free. Which has never been the case. User data has been taken unknowingly and unwillingly to fund advertising to support content creation.  Any change that brings more balance to the playing field between advertisers, publishers and users can only be seen in a positive light.

The way we see it there will always be 3 types of consumers:

  1. The ones that hate ads altogether and are paranoid about any data sharing. Given the choice, they would prefer to pay to access content online without any ads or data collection.
  2. The ones that are not willing to share any data, but don’t mind receiving ads to access content for free. Even though the ads might be less relevant to them.
  3. The ones that are willing to share certain data which will help brands make ads more useful to them, as they access content for free.

Ogury Advertising Engine offers advertisers the only technological solution that engages all three types of consumers in a fair exchange based on their digital advertising preferences:

  1. Users can pay a fair price and enjoy an ad free, data collection free experience. It is simply a subscription model.
  2. Users don’t want to share any data – Ogury thrives on delivering them the most useful ads, based on their context, e.g. day or night, cold or hot weather… We call this personification.
  3. Users choose to share certain behavioral and demographic data – Ogury delivers to them highly relevant ads and recommendations. We call this personalization.

In this fair exchange, advertisers can confidently engage consumers in the way they choose to interact with the digital advertising ecosystem. They will continue to grow their business, while removing the financial, reputational and legal risks they are exposed to by the vast majority of advertising technology available today.  

If you have any questions, feel free to send them my way: sarah.jones@ogury.co

In this installment of Ogury’s meet the team blog series, we connect with Vicki Gruta, Customer Success Manager based in the New York office. 

This series provides a platform for our talented Ogurians to share their Ogury journey. Read on to learn about Vicki’s road to Ogury. 

What lead you to become a Customer Success Manager at Ogury?

My career path has been an interesting one. I was a History major in college, but my first job after graduating was as an HR/Executive Assistant at a publishing company. There I learned how the media world runs from an employee perspective. I ended up sitting with the Ad Sales team there, where I learned more about advertising and discovered I enjoyed working on ad pitches and proposals. From there, I went to another publishing company as an Ad Sales Assistant, working my way up to Sales Planner. From there, I wanted to jump further into the Ad Tech world, which is how I ended up in Customer Success and ultimately at Ogury.

What advice would you give other people looking to switch careers?

If the opportunity arises, just go for it! Life is short and you never want to regret not giving something a try, especially during the early part of your career. For me, it all started with talking to an ad sales professional about what they do. I wanted to learn more about the advertising world and move into the tech space, so I did, and I’m so glad I did. 

What excites you most about working in Tech?

Advertising, marketing, and media are always changing and evolving. I love being kept on my toes with every new project that comes along and applying strategy to best communicate a core message. Each year is different from the one before. 

So, why Customer Success?

I really enjoy helping sellers craft a pitch. When I first moved out of HR, I started as a Sales Assistant, where I learned more about Ad Sales and crafting strategies to win business. I enjoy the whole process. I love creating a story from the data we have on hand and communicating it to clients. My favorite moment is working on a pitch and seeing the sellers win the business. All the hard work and thought comes to life, which is extremely rewarding. 

Vicki enjoying her downtime in her home state of California when she's not crushing pitches

Describe your role at Ogury and the types of projects your team focuses on?

Customer Success Managers work on both pre-sales and post-sales business. Pre-sales projects support sellers when going into market and communicating the value of Ogury. We do this by creating materials for sellers. These materials include market research, sales sheets, media kits, persona playbooks, etc. We use our consented data to draw key insights which we use to tell stories for our sellers to close business. The post-sales work includes communicating directly with clients and providing them everything they need. From campaign wrap up reports to campaign case studies. There are so many fun and exciting projects that Customer Success Managers get to work on. 

Ogury employees embody GRIT. How do you apply this core value to your work?

One of the most important things I’ve learned is that you won’t win or be perfect all the time, but when you make mistakes you need to learn from them to improve. For example, if a pitch I’ve worked really hard on doesn’t get selected on the plan, I ask for feedback and re-adjust. Just never give up, and try to look at things from a different perspective. 

What is unique about Ogury compared to other companies you’ve worked for?

The start-up environment is wonderful. Ogury has grown from a start-up to a scale-up, but the hunger and passion are so strong that the start-up mentality is very active. People are open and nice and band together to get projects done. The product is so unique and gives in-depth campaign insights that no other competitor can do, and offers something so unique to the crowded advertising world. It’s so exciting to work here and to bring it out to the market.

What do you enjoy most about LIFE AT OGURY? 

  1. Everyone works together and helps each other.
  2. Collaboration with my sellers and my team.
  3. Inspiration from dedicated and passionate professionals. 
  4. The ability to grow professionally.
  5. People listen. Opinions and ideas are always heard, no matter what role you are in. 

Keep up with Vicki and the rest of the Ogury group by following us on Instagram: @weareogury

The digital advertising industry is changing, and it’s about time. I recently wrote a piece in Forbes, titled It’s Time for a Major Transformation in the Digital Marketing Ecosystem” which addresses the rise of fraud in AdTech, and how important it is for brands and publishers to take control and rebuild trust in the digital advertising industry.

Below is what you will learn from reading this article:

  • Why it’s time for the industry to create an ecosystem built on trust, transparency, and choice
  • What the implications are of stolen data, and how to avoid them
  • What type of currency will power the next phase of the digital advertising industry 

At Ogury, we understand the need for a major transformation in the digital marketing ecosystem, and we’re taking action.

Make sure to read my above Forbes article to find out more.

Thomas Pasquet, Co-Founder and CEO

CCPA Compliance for Advertising Test

The California Consumer Privacy Act (CCPA) is now in effect and is dominating headlines.

Sound familiar? The General Data Protection Regulation (GDPR) shook the industry by providing the strictest set of data privacy laws to date. GDPR now provides European consumers with rights when it comes to their online data.

Not one to be overshadowed by our friends across the bond, the CCPA has been implemented to also protect users’ personal data by regulating its collection and use.

It’s about time, right?

Users have always deserved a clear, explicit and unambiguous choice over sharing their data or not for specific usage, such as marketing. And now it is enforced by law. This will impact all of us, with the effects of the CCPA stretching far beyond the borders of the golden state. 

I’m sure you’re aware how important this is. And I’m also sure you have a lot of questions…

  • Like “how is CCPA different than GDPR?”
  • And “what does the CCPA give users access to?” 
  • Also, “are there any other similar state-wide regulations?”

As leaders in data privacy compliance, we are asked these questions regularly by our partners and are dedicated to passing along our knowledge to educate our partners on the intricacies of the legislation.

Are you already up to scratch with the CCPA, or is your knowledge still a bit rough around the edges? If you’re leaning towards the latter, give us five minutes of your time and you’ll have a more thorough understanding of CCPA compliance for advertising.

Continue your knowledge journey by downloading our CCPA FAQ. If you still have questions, make sure to reach out to CCPA@ogury.co.

Raphaël Rodier, Global CRO

Raphael Rodier

I recently wrote my first piece for Forbes titled, “Mobile Advertising: The Shift from Data-Driven to Choice-First.” In this article, I discuss the importance of consumer choice, and why It’s not about collecting more data; it’s about collecting and using the necessary data, with the explicit and informed consent of the consumer.

Below are three key learnings you will gather from reading this article:

  • Which data practices are detrimental to all
  • How the fair choice model will fix the mobile ad industry
  • Why transparency is the solution

Businesses must be transparent with mobile users, especially with both the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) in effect. Ogury has been leading the charge for user consent and choice management since 2014 and continues to innovate the digital advertising industry as we enter into a new consumer-led era.

Make sure to read my above Forbes article to learn more.