Made In, which manufactures high-end pots, pans, knives and other cookware, is particularly vulnerable to recent advertising policy changes by the big platforms, namely Apple, Google and Facebook.Īpple (and thus Facebook) has restricted retargeting windows to one single day for an ad view, and just one week for users who click or take some other action.īecause Made In products are relatively expensive, there’s a long consideration window to buy, said co-founder and CEO Chip Malt.
#Adobe revel alternative tv#
One such early-mover brand is Made In, an ecommerce cookware manufacturer that recently completed a streaming TV campaign running on UID2 IDs. The sudden drop in targeted reach on Facebook may also inspire more brands to try alternative identity solutions, like UID2. Many advertisers still have first-party data as their first choice and are waiting for the dust to settle on the third-party cookie question before making a big investment.īut marketers’ sense of urgency is starting to ramp with the planned deprecation of third-party cookies next year. Ad tech players don’t have first-party relationships and although publishers do – and some have been skeptical of universal IDs solutions – their bottom lines require a stand-in for third-party cookies.īut marketers largely exist at a remove from the angst over third-party cookie replacements. Most of UID2’s supporters so far have been ad tech companies and online publishers, which makes sense. The Trade Desk spent the last year and a half signing up a host of partners to support the Unified ID 2.0 program – but none of that means much without getting brand marketers involved.
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