CTV and Cookieless Analytics: Performance, Context, Content, and Audience Data

Cookieless Analytics

By

David Simutis
CTV and Cookieless Analytics: Performance, Context, Content, and Audience Data

Like going to an all-you-can-eat buffet, the new Peer39 Analytics dashboard has a lot to offer. So with the right approach, advertisers can fill up on the more than 150 data inputs measured across CTV, Display, OLV, and Mobile in-app.

Our best advice is to pace yourself, know what you want, and don't fill up on bread. A big difference between our Analytics and all-you-can-eat buffets is that our Analytics are cookieless. (Sure, there aren't cookies in CTV, but that was too easy to pass up.)

Yes, third-party cookies are slowly/finally going away, and have been for a while, but the need to understand performance is a permanent fact of life. Reliance on cookies for measurement and attribution will be further disrupted and smart marketers are looking for their solutions and options now. The insights, information, and strategies from Analytics will survive the end of third-party cookies. 

Our approach wasn't to replace cookie-based measurement, but to seize the opportunity to make Analytics work for the future and for now.

Bringing together performance metrics, information about the advertising environment, safety & suitability data, and audience demographics.

The Analytics data is a matrix of performance and content/context/audience variables, so you can make best-informed decisions, using complex information. It's all presented in a way that buyers can see all the variables and move forward with what's important to them. 

To extend that buffet metaphor, imagine an improvement on the traditional restaurant menu. Only it shows more than the food, short description, and price; it adds the kind of food (Italian, Mexican, Japanese), nutritional information (calories, fat, carbohydrates), ratings from other customers, time to prepare, and dishes needed to wash in preparation.

Just like you might want that dessert in a hurry if you're late for a meeting, but are okay waiting 20 minutes for that soufflé if you're out with friends, Analytics gives you the information you need, knowing that your KPIs might vary. 

Sometimes you want to optimize towards Attention Index or CTR, sometimes you want to be in the content or reach your preferred demographics, all while steering clear from MFA or negative sentiment.

Optimize and improve campaigns based on what's important, using all available information.

But that doesn't mean the dashboards skimp on important information: Because there are more than 150 different data dimensions, advertisers have more than their fill of data for optimizing, strategizing, and understanding where and why performance is best or worst. 

Advertisers don't have to target the categories providing the data to gleam insights from them. And each element of data that's measured for you is tied directly to a cookieless category for optimization and true insights. For instance, is your Attention Index high in the Sciences > Biology category? Excellent, you can add targeting towards that category in your DSP. Seeing that your campaign is performing strongly with the brand's target demographic? Great, you have the power of the data to share that insight with the brand team. Concerned about the percentage of impressions on MFA sites? Use the Page Signal > Made for Advertising Fraud Pages as an exclusion.

There's plenty to be anxious about when it comes to the end of third-party cookies, but campaign analytics doesn't have to be one of them.

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