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{"id":76034,"date":"2021-10-11T08:05:34","date_gmt":"2021-10-11T12:05:34","guid":{"rendered":"https:\/\/www.beet.tv\/?p=76034"},"modified":"2021-10-11T08:05:34","modified_gmt":"2021-10-11T12:05:34","slug":"only-20-of-ads-will-be-addressable-brands-need-a-solution-yieldmos-yavonditte","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/10\/only-20-of-ads-will-be-addressable-brands-need-a-solution-yieldmos-yavonditte.html","title":{"rendered":"Only 20% Of Ads Will Be Addressable, Brands Need A Solution: Yieldmo’s Yavonditte"},"content":{"rendered":"If you thought Apple’s privacy controls for users posed a challenge to advertisers identifying consumers, wait until Google finally gets around to deprecating cookies.<\/p>\n
Google may have delayed its switch-off for third-party tracking cookies in Chrome until 2023.<\/p>\n
But, in this video interview with Beet.TV, Yieldmo’s CEO Mike Yavonditte says the erosion of targetability presents a problem that must be addressed.<\/p>\n
Missing address<\/h2>\n
“Right now, only about half of all inventory is addressable using a cookie … merely half of all adults,” Yavonditte says.<\/p>\n
“A lot of the people that use iPhones, for instance, are not in that target set. They tend to be among the most coveted from a demographic standpoint, yet most, most marketers can’t reach them.”<\/p>\n
He says that will get worse when Google switches off cookies. “Addressability will go from 50-50 to about 20%,” he adds. “Brands and agencies and advertisers are going to have to start testing and experimenting with other types of systems.”<\/p>\n
After cookies<\/h2>\n