SegmentStream, a U.K.-based marketing analytics company is working to help enterprises thrive in a post-cookie era.
Third-party cookies have long enabled enterprises to track the online activity of their users to deliver personalized ads and then measure the success of those campaigns. The practice has been very effective, but internet giants have also been on a quest to end the software’s use over privacy concerns. Apple’s Safari and Mozilla’s Firefox already block cookies, while Google plans to discontinue them by 2023, which could upend the whole way of digital advertising.
“All existing marketing analytics and multitouch attribution tools – including Google Analytics, RockerBox, AttributionApp, Bizible, Datorama – analyze marketing performance using deterministic ways of stitching retrospective conversions with traffic sources, which doesn’t work in a new ‘post-cookie’ world due to intelligent tracking prevention, cross-browser/cross-device customer journeys, and other cookie-tracking limitations,” Constantine Yurevich, cofounder and CEO of SegmentStream, told Venturebeat.
As a result, he said, most website sessions (and therefore advertising clicks) do not receive any attributed value, which creates issues for marketers when evaluating the impact of their marketing channels and campaigns. Plus, the lack of information about the assigned value of each advertising click prevents smart bidding algorithms of popular ad platforms (such as Facebook Ads) from properly functioning.