Skip to main content

As our recent Adweek report confirms, we have seen the future, and it is cookieless. Now that we have a better idea of what the future will bring for the digital advertising industry, publishers are asking themselves, what now? How can businesses succeed now that the world is transitioning away from cookies and we can no longer rely on third-party data? 

The first step in facing a cookieless future is ensuring you have the technology in place to adapt to this new reality. In this article, we’ll explore how to assess your tech ecosystem to ensure it’s ready to meet the challenges presented by a world without cookies. Do you have the right tech to manage your subscription model? And how effectively do your solutions use the data you collect to refine your advertising strategy?

The right tech: getting you first-party data

When using third-party data was the industry norm, most publishers struggled to maintain high quality first-party data. After all, the costs associated with collecting your own data often outweighed the benefits. This made first-party data difficult to manage, data mine, and monetize. If this sounds like the situation at your media company, chances are your system for collecting first-party data has a problematic track record. 

With the continuing transition away from third-party data, first party data will need to step up to help publishers understand and target their audience effectively. How are you getting this data? Are you getting all of the data you need? Many companies are finding the legacy system they have in place for obtaining first-party data isn’t much of a system at all. 

Your users engage with and consume your valuable content. In a world without third-party cookies, you will face challenges in how you manage this data. To succeed, you need to employ technology like Lineup’s Amplio subscription management platform. 

Amplio is designed to capture the customer information you need, all while integrating seamlessly with your existing advertising processes. One key element of the Amplio solution is to capture and ingest first-party data. This allows your business to then use the data to design and construct flexible consumer nurturing processes that can deliver uniquely tailored news articles, subscription offers, and dynamic access to restricted areas of your websites. 

Those were just a select few examples of what can be done by non-technical administrators within the Amplio user interface and how it may empower your business to focus on your own users, cutting targeting ties to the past (i.e., audience and third- party cookies), and returning to content-based ad sales and media planning.

Symbiosis: how your data works with your advertising strategy

While first-party data will become the new standard, you need more than that to succeed in a post-cookie world. Your media company’s success also depends on the symbiosis between your data and your advertising strategy. 

Here’s what this symbiosis looks like. Your first-party data must work hand in hand with your advertising plan. This means the data you collect needs to feed efficiently into the processes that form the foundation of your advertising strategy. 

To achieve this, you need a system that allows your first-party data to both effectively communicate with and inform your advertising strategy. Here again, the tech you choose matters, for both your first-party data and your advertising success. 

In sync: your tech (and tech vendors) working well together

You know your first-party data needs. And you have a good idea how you’re going to apply this data to make your advertising strategy more effective. But there’s one more factor you must consider. If you’re working with multiple technology vendors, it’s a good idea to look at how well each of the solutions within your tech ecosystem communicate with one another. 

For your company to keep its competitive edge in a world without third-party cookies, you need your vendors to be in sync so the tech they provide works well together. Depending on the tech you choose, this process may take some fine tuning before it runs smoothly. 

Another option is to work with a single technology vendor like Lineup. Lineup’s Amplio and Adpoint solutions are designed to work seamlessly together. With Lineup, you’re guaranteed to get systems that work in sync with each other, eliminating any potential communication issues. 

The solution: Amplio & Adpoint from Lineup

Your tech ecosystem must be in robust shape to move forward into a cookieless future. It must be ready to meet the demands of a world where you can no longer rely on third-party data. This means you need the right tech for generating and collecting first-party data. And the software you choose to accomplish this should not only meet your demands for high quality data. It also has to communicate and work well with the rest of your tech ecosystem.

“We are always working to make sure our tech is aligned to support industry players performing at their best,” says Chris Spalding, CEO of Lineup. “When we saw the beginnings of the transition away from third-party data, we knew we needed a tech solution that paired with Adpoint to give our customers the competitive edge they needed. Thus, Amplio was developed.”

Preparing your company for a world without third-party cookies is no easy task, particularly if you find yourself working with a mishmash of legacy systems and processes. Lineup’s Amplio and Adpoint solutions can help. 

Together, Amplio and Adpoint form a powerhouse duo that will keep you ahead of the competition. Leverage Amplio’s seamless integration with Adpoint today to position your company for peak performance in the cookieless future. Book a call with our team to learn how Lineup can help your media company succeed in a cookieless world. 

Neil Rigby

Neil has been with Lineup since 2011, where he worked in the deployment team and as digital SME, before becoming the OMS & Digital Product Manager, bringing his considerable experience to the role.