Bak continues: “The goal of the program is to provide brands, agencies and publishers with important insights into how they need to shift their media buying, planning, execution and underlying KPIs to work in a first-party environment .” The previous 2022 deadline for Chrome triggered the transition to first-party IDs and increased their availability , but the focus has now shifted back to winning in Safari and Mozilla, as well as other cookieless environments such as In-App, CTV and Audio. Fortunately, the necessary technology and its adoption by publishers has progressed enough to be able to run campaigns at scale.”
“It’s critical that as iran number data a brand we gather insights into the specific impact that the loss of third-party cookies will have on our advertising ecosystem. With Adform data showing that publishers are ready for a post-cookie world, Vodafone is delighted to be one of the brands taking part in FIRST-PARTY NOW to be ready in 2023 and prove to the industry that we can still achieve great results using first-party IDs.”
Emma Narving Vendala, Marketing Manager Nordics at AMEX, said: “With the cookieless future looming, we at Amex Nordics are delighted to be part of the First-Party NOW programme as a first step in the right direction to stay ahead of the curve in the face of change. We look forward to learning more about how we will navigate the future advertising ecosystem.”
Danny Hopwood , Global SVP, Head of Global Paid Media at Omnicom Media Group said: “FIRST-PARTY NOW fits well with how we approach the cookie challenge , so we are engaging with a couple of key brands and markets. We have selected them based on them being further ahead in terms of adoption and capabilities and we are looking forward to gathering crucial results and insights from the testing campaigns.”