DeepIntent: Healthcare Marketers Need to Prepare Now for the Cookieless Future

Google announced in July that it planned to phase out thirdparty cookies on Chrome by the second half of 2024 pushing back its original target date for the second time In April Apple started prompting users to opt in or out of its Identifier for Advertisers IDFA and has already stopped using thirdparty cookies on its Safari browser Mozilla Firefox also does not use thirdparty cookies Together Safari and Firefox represent 40 of Internet browser usage in the US according to Statista Chrome makes up 49This change is important for healthcare marketers because better campaign performance means educating more healthcare provider and patient audiences about conditions and treatment options ultimately improving patient outcomes according to DeepIntent As a result healthcare marketers need to start thinking now about the future and how to achieve similar or better results relying on firstparty data clean rooms independent and universal IDs and other toolsWhat39s important going forward is to use identifiers that incorporate consent and that protect users39 privacyBorgman noted that many publishers were early to adopt universal identifiers as a way of preserving their business quotOn the buying community side we39re starting to experiment and run more test campaigns with universal IDs so that we can operate like this is a cookieless presentquot she saidThe arrival of Europe39s General Data Protection Regulation GDPR in 2018 forced many companies and particularly those that operate in Europe to make the switch Companies such as ID5 already offer identifiers that comply with GDPR Those standards are maintained regardless of the country in which ID5 is operatingquotDeepIntent has looked at GDPR as an indicator for what may happen here in the USquot said Paquette The company works closely with legislators on data and privacy issues in California a state that tends to lead the nation in these areas California was the first state to introduce comprehensive privacy legislation which goes into effect on January 1 2023ID5 already has baked GDPR compliance into its identity product quotAny ID that we create is based on user consentquot Borgman explained quotWe encrypt the IDs to ensure that data associated with them is accessed only by authorized parties We also comply with global privacy control which is a technical specification for transmitting universal optout signals at the browser level And lastly we practice what we preach We give users visibility on how user data is being used and we allow them to opt out as wellquotDeepIntent researched cookieless ID providers like ID5 as it sought to map consumer IDs that are embedded with offline data for example or with healthcare and medical claims data said Paquette quotDoing that in a privacysafe way is going to be I think the critical bridge to make sure that we39re still able to power things like lookalike audiences or measurement or providerlevel data on the healthcare provider sidequotWe have to make sure that the fidelity and the veracity of those connections are truequot he continued quotbecause what we would hate to have happen is something like 18 different people mapped to one ID or 18 IDs mapped to one individual And then all of a sudden the data gets obfuscated the models are bad the measurement is off The quality of data is most important for marketersquotLooking ahead marketers should start testing campaigns using both thirdparty cookies and universal identifiers and soon In addition they should consider scalability pricing ROI frequency capping and attribution models and think about how they are going to adjust their systems to get similar results in a cookieless worldquot2023 is going to be an important year for many reasonsquot said Paquette quotI think making sure that there39s some testing going on and having a good understanding of the relative impact on ROI or other metrics that you39re looking at will be really important so that you can make adjustments By this time next year you will have a really good sense of what 2024 will look like which is when Google plans to deprecate the cookiequotIn the end the transition may be a challenge but it should ultimately be for the best he added quotI think the death of the cookie will be a net benefit for everybody I think the entire Internet ecosystem will be cleaned up with better quality of content and more accurate personalization that will ultimately lead to better results for everybodyquot Paquette concludedFor more information download DeepIntent and ID539s white paper on the transition to a cookieless futureClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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DeepIntent: Healthcare Marketers Need to Prepare Now for the Cookieless Future

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Paige Albiniak

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DeepIntent: Healthcare Marketers Need to Prepare Now for the Cookieless Future

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