It’s a safe assumption that — in our vastly digitized world — every business owner has at least heard of the concept of “over-the-top” (OTT) advertising and marketing. It refers to the ads and promotions delivered alongside the streaming content that your customers watch directly over the internet, thus skipping traditional cable or broadcast TV.
The issue, however, is that the digital world is moving toward a “cookieless” future, which will make it more challenging to engage in accurate OTT attribution. Though it isn’t going to become an impossible task, you’ll have to change up your approach to the concept accordingly.
What Is OTT Attribution?
On its own, attribution in marketing refers to the process of figuring out which parts of your advertising efforts are actually leading to sales or similarly desired actions from customers. In the context of OTT media, specifically, attribution is all about discovering which ads people see on streaming platforms are influencing the most toward buying your products or services.
Let’s say that a customer interacted with your brand four times before making their first purchase. OTT attribution will help you determine which of those interactions had the biggest impact on their decision to go through with their transaction.
What Does “Cookieless” Even Mean?
Cookies — in a digital landscape — are small pieces of text sent to a user’s browser when they visit a website. They are typically grouped into two categories, first-party and third-party, and they help websites remember information about the user, such as their browsing preferences, what’s in their shopping cart, and their login details.
Third-party cookies, in particular, are set by a domain other than the one the user is visiting (hence the name “third-party”), and businesses currently use them for cross-site tracking, retargeting, and ad-serving purposes. They also play a key role in OTT attribution. As part of a newfound focus on consumer privacy, however, third-party cookies are on their way out.
Google announced its impending third-party cookie ban a few years ago but has repeatedly pushed back the start of the process. Nevertheless, according to the most recent updates, Google will, indeed, gradually phase out third-party cookies beginning in mid-2024. As such, you’ll need to find alternative ways to collect and analyze data, personalize user experiences, and measure the effectiveness of your marketing campaigns.
Below, we’ll take a closer look at the OTT attribution challenges the approaching cookie ban will create, as well as what you can do about it.
Why Is a Cookieless World a Challenge for OTT Attribution?
Third-party cookie data creates a digital trail that you can use to trace a consumer’s journey from brand awareness to conversion. Much like a trail of breadcrumbs, third-party cookie data helps you understand where a customer has been, as well as the kinds of actions they took during each step of their purchasing journey.
As Google begins to phase out third-party cookies, though, you’ll lose some of that data. Tracking the impact of your OTT ads, therefore, will become far more challenging when you don’t have a holistic view of the customer journey. Ultimately, given that all third-party cookies will be phased out, you need an alternative solution for OTT attribution.
Navigating OTT Attribution in a Cookieless World
The looming third-party cookie ban will certainly present some challenges, but it’s not the end of OTT advertising as we know it. You’ll simply need to adapt to a cookieless world, and below are some ways in which you can do so:
- Embrace First-Party Data: First-party data is information you collect directly from your customers, like purchase history or how they interact with your website
- Context is King: Instead of relying solely on tracking, focus on placing your ads in the right context
- Experiment and Learn: Try different strategies and see what works; shorter ads may resonate more with your audience, and a certain tone may garner more attention
- Collaborate with OTT Platforms: Work closely with OTT platforms that offer their own analytics tools to see how your ads are performing
- Focus on Brand Building: If people recognize and trust your brand, they’re more likely to seek you out
Make no mistake — adapting to the cookieless world will be challenging — but you can adjust to it and even improve your OTT attribution strategies by facing the challenge head-on. Combining a customer-centric approach with the right technology and some proven strategies will help you thrive in the cookieless world.
What’s Next for OTT Attribution?
Don’t wait until the cookie ban is in full swing to alter your OTT attribution strategy. Start exploring new technologies now to ensure you’re prepared for the challenges ahead. With the right tech at your fingertips, you’ll be able to attribute OTT conversions with precision and maximize your reach.