Digital marketing and online advertising beyond 2022: What’s next?

How to build a robust digital strategy to be prepared for the changing Cookieless ecosystem?


For 15 years, the sum of 3rd party data plus Artificial Intelligence techniques plus Machine learning shared and managed in the Cloud, has made the marketing department the protagonist in the knowledge of its target, so precise are these measurements and analyses, that you can even customize content down to a one-to-one level. 

This broad insight has benefits such as the company having a 360 view of customers, with greater control and enhanced visibility and capabilities for analysis, evaluation and prediction of buying behaviors.

But on the other hand, it can mean, and in fact, has meant (and hence the whole “Cookieless” movement change), that users feel uncomfortable in the face of certain actions by companies or products they are looking for, even feeling overwhelmed by the amount of information and communications they receive and by the indiscriminate data collection and sharing between organizations in such a way that customers lose sight of where their data is held and what companies are using it for.

Today’s Context

Starting from the current uncertainty and that every day news arises about the implementation of Cookieless and new solutions of data collection without breaking the law, or inconveniencing customers, we get a myriad of questions that affect different departments in the organization but are somehow or other interrelated. 

To clarify some of the questions a little more we include this table:

Marketing Technical Financial Legal
Does personalization make sense?
Am I going to be able to have 360 vision?
Is it going to make sense?
¿Voy a seguir necesitando un CDP? Will I still need a CDP?  Uncertainty is increasing at the technological level… What is the next best investment I should make? Lack of clarity at the regulatory level makes life more difficult for companies and is giving more power to platforms.

Increased power of ADd platforms: What are the possibilities? How to have more control? Will there truly be a substitute for third-party cookies? Invest in Ads platforms having faith in the results, although my CPA and CPL are increasing more and more.
At the organizational level: High turnover, bubble and inflation in profiles, how to optimally organize and retain?
Instability makes it even more complicated to manage and maintain my tech stack and further complicates team relationships: Business – IT – Legal 


What is going to happen from 2022 and beyond?

The first thing is to be aware that we must conquer the customer. It is necessary to rethink the way we present ourselves and interact with our customers; we can no longer assume that they will give us consent for their data or fill out any form if there is no exchange of value value exchange of information for their data. 

To reduce the uncertainty and lack of homogeneity that end consumers are experiencing in the treatment of information, transparency when explaining to them the whatand for whatof their data. And of course, take into account the current regulations in force in the customer’s place of residence. 

In the search for alternatives we can differentiate between holding through own channels (1st party data), provided that the customer gives us their data, and other channels that track users and collect their information such as Google’s “Privacy Sandbox”.

* Privacy Sandboxis based on learning generated through our browsing history and is enabled by default by Google in its Chrome browser.


Within the new landscape a number of IDs beyond simple source data could be included, where many of them take source data and anonymize it in various ways to increase its versatility and use.

  • Commun ID based on 1st party to 3rd party matching.
  • Common identity token in a programmatic ecosystem.
  • Household ID based on IPs and geographic identification.


But there are also purely cookieless alternatives reminiscent of Contextual Marketing, where the method of presenting advertising is based on the topic and compression of the text (content) rather than the understanding of the behavior (person). This return to “old school marketing” is back with renewed capabilities that include Artificial Intelligence to ensure a certain degree of interest and relevance of content to the person viewing it, avoids excessive personalization and is key if privacy is an obstacle or consent is difficult to capture.

Everything seems to indicate that a hybrid future is on the horizon where there will not be a single solution, but interoperability between the different tools. It is also unlikely to get something equivalent to 3rd party cookies outside the walled gardens.


In the face of this new landscape, what is clear is that a robust Zero & 1st party-data, including the ability to manage the data through continuous testing and learning techniques, in order to be able to implement the new Post Cookie strategy from 2023 onwards.



Want to know where to start building your cookieless strategy?

Contact the team of experts at Luce Innovative Technologies to find out how we can help you solve your technology challenges successfully..


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