No cookies? No problem. What’s Next for AdTech (and Sojern)
Google plans to eliminate third-party cookies within Chrome.
You’ve probably heard the news by now: Google plans to eliminate 3rd-party cookies within the Chrome browser ecosystem in two years (blog post). This is what you would call a big ad-tech announcement. So, we thought it would be helpful to provide additional context and share our perspective on what this means for the future of digital marketing.
Google said it is committed to building a healthy and sustainable, ad-supported (i.e., free) web that addresses the needs of users, publishers, and advertisers. They have asked partners, publishers, and other members of the ad ecosystem for their support in addressing key user privacy concerns. Namely, consumers are demanding privacy through transparency, control, and choice about what data is being collected and how it is being used.
We believe this change will bring clarity to the ad tech industry on how we collect and protect consumer data. As an industry, we now collectively have 2 years to solve for 3rd party cookies.
Here is how we plan to keep pace with the ever-evolving digital marketing landscape:
From a practical standpoint, the elimination of 3rd party cookies creates challenges for targeting, tracking, and reporting in online advertising as we work today. But 3rd party cookies are not the only way to fulfill Sojern’s vision of moving travelers from dream to destination. We have been working to incorporate other streams of data into Sojern’s Traveler Profiles for over 18 months, working with device IDs and hashed email addresses, CRM data, and more.
Many digital advertising channels, such as social media, search, connected TV and the like, already rely less on 3rd party cookies for targeting, tracking and reporting. The new cookie-less world increases the value of these channels to support the marketing efforts of travel’s largest brands.
First things first: we do not expect this change to disrupt our focus or ability to meet campaign performance goals. Sojern brings expertise to the table that is agnostic to the mechanisms used to communicate with browsers, whether it be media optimization, audience selection driven by data science, or world-class customer service. We’ve been creatively driving demand for clients through an increasing array of channels, and this diversification can and will continue. Cookie-less marketing channels, such as email marketing and landing page optimization to name just two, provide a rich landscape of opportunities for Sojern to continue this pursuit.
Sojern has already been investing in multiple, alternative mechanisms to identify users, ensure consumer choice and control, and plug into the ecosystem involved in delivering ads. We are developing a robust identity graph, for instance, encompassing hashed emails, and mobile device IDs. We have over one billion hashed email addresses on file already. Google’s announcement gives priority, focus, and most importantly a time frame to these existing investment paths. Google already reached out to us to provide more details as they evolve their thinking and we will be reviewing things in upcoming meetings with their development team.
As a preferred travel advertising partner, we will be collaborating with Google and have early insight into their plans. We will provide more updates as conversations continue in the next few months, and will continue building solutions that help our clients reach travelers with the right message and the right time.
Align your digital marketing strategies with eco-conscious efforts.
Think outside of traditional seasonal advertising with always-on marketing.
Meet your hotel marketing goals throughout the complete buyer journey.
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.