The ABCDs of Ad Tech: Audience, Behavioral, Cookie, and Data


Our guest blogger this month is Anna Haywood – Lead Generation Specialist, Quantcast. Anna helps to simplify the language of ad tech, as we prepare for the end of the third party cookie. Quantcast is also hosting a webinar on June 16th at 5pm, A Fireside Chat with The Cookie Experts: Ask Us Anything, on how to prepare for a cookieless future.

Ad tech is a world of buzzwords and funny acronyms, but there are also simple words used daily that will define our future. With the third-party cookie being deprecated in 2022, Audiences, Behavioral, Cookie, and Data will become some of the most important words.

A is for Audience: a specific group of consumers who are most likely to want a product or service, based on their age, gender, income, geolocation, interests, purchase intention, or other factors. Advertisers seek out the audiences most likely to be receptive to an ad campaign. 

Audiences are at the heart of the trillion-dollar ad tech industry. We must adapt to a cookieless future in innovative ways, collecting identifiers from users in a way that respects their privacy preferences and evolving regulations. With a live data set on 100M+ web and mobile destinations, Quantcast Measure is a leading audience intelligence solution for the open internet that empowers publishers and marketers to know and grow their audiences. 

B is for Behavioral: Publishers and advertisers can reach their audiences more effectively based on observations of past web behavior. This key tenant of digital advertising leverages preferences and predictions to drive ad personalization.

For up-to-the-second understanding of consumer behavior, live data is essential. Ara,™ our AI and machine learning engine, uses machine learning to transform unique, real-time data into behavioral patterns. Ara pairs these patterns with real-time campaign monitoring to surface actionable insights and optimize towards the best outcome for every single ad. 

C is for Cookie: Information generated by a website and stored by your browser, to help understand users’ online behaviors. First-party cookies are directly created and stored by the website (or domain) when a user visits the site. In contrast, third-party cookies are created by a third-party domain via code loaded on the website, which tracks users and collects their data for the third party. 

Before Google announced its deprecation plan, the internet was already moving toward a cookieless future, as people changed how they used the internet: choosing to browse in incognito mode, deleting their cookies, or using Safari or Firefox to avoid cookies . With 40% of third-party cookies on the internet already gone, marketers have been working to develop a more sustainable and reliable way of reaching audiences. Quantcast chose to forego third-party data, knowing we couldn’t trust it would be there in two years. We built the Quantcast Platform from the ground up to withstand that demise. 

D is for Data: First-party data is information directly collected from a company’s own source on consumers’ behaviors, actions, or interests, so it’s “owned” by a single source. It includes a brand’s customer database, information about website visits, and other points of engagement collected about that business’s customers or visitors. Third-party data is information that a company collects indirectly (such as through third-party cookies) or aggregates from others (such as credit card companies and magazine publishers) and then sells to ad buyers. 

Data is essential to making smarter advertising decisions. These huge real-time data streams are observations about the real world, directly collected and immediately available. The Quantcast Platform is powered by one of the largest real-time data sets on the open internet. First-party data (with consumer consent) is a necessary foundation to rival the walled gardens when it comes to understanding, reaching, and influencing audiences.

Interested in Learning More?

Join our latest webinar, A Fireside Chat with The Cookie Experts: Ask Us Anything, on how to prepare for a cookieless future. On June 16 at 5 pm BST, our experts will answer your questions regarding the deprecation of third-party cookies and its impact on the future of advertising. Register Here.