We are nearing the end of an extraordinary year marked by mountains and valleys. It has long been known that the advertising industry has experienced the ripple effects of the virus in its wallet. And my thoughts still go to everyone who works in industries that have had to put the business on hold, while they wait for the infection to go down - and the rules are relaxed.
But there are also several industries that make it very difficult godt . This has contributed to the digital advertising revenues returning to the level we were at before Covid-19, and it gives us reason to be digitally optimistic.
Will not support third-party cookies in the Chrome browser
In January this year, Google decided that from 2022, they will no longer support third-party cookies in the Chrome browser. Or to put it simply: Advertisers will no longer be able to run targeted ads programmatically. Messages will not be managed across publishers, and users will not be recognized across publishers. The efficiency gains of digital advertising simply disappear.
We can not sit still and watch. If Google closes the "cake box", we have to roll up our sleeves and bake ourselves. Fortunately, we have first-class ingredients in our brands - connected with users logging in. It gives us valuable first-party data, and this is exactly where the solution lies.
We know who the users of our sites are, and users can still get relevant information and advertising, rather than being spammed with anything that is not relevant to them.
In addition, we have strict control and good systems for data management from a privacy perspective, which is extremely important for success. Here we also work closely with both MBL and regulatory authorities.
Having a long-term computer strategy to get users to log in is obviously not new. Players like Amazon, Facebook and Google have been here since birth. We are flourishing somewhat later, but we are already starting to get a rich flora: As the largest publicist in the Nordic region, we already have two million logged-in users every single day.
Link textCommon data strategy
Schibsted today has a common computer strategy, which goes across both brands and countries. This is a high priority throughout the group. If we are to meet the challenges and make them a strength and opportunity for us, then we have to gather. It includes safe processing and storage of data .
There are many indications that we are well on our way, and that the joint measures we have initiated will also increase to increase the login further in the time ahead. In addition, there are great opportunities ahead to collaborate with Norwegian advertisers on the use of theirs data , up against ours.
The result of all this is that we can still build new products, and target content from advertisers, out to users, in a safe and relevant way. It's a triple win!
In the last year alone, we have launched several new advertising products, which strengthen this effect.
This week we launched "keyword matching", which gives advertisers the opportunity to advertise in an editorial context. According to a new survey conducted by IAB, consumers say that their confidence in a brand increases if they advertise in the context of news, so we are excited about how this will affect the market. The test results promise godt .
The advertising market is unpredictable
We have some demanding months behind us. Many in the industry have had, and have, it really tough. But for once this year, let's pat ourselves on the back and acknowledge the forward-looking work done by both publishers and advertisers every single day. For the market is far from barren.