What are the bare minimum setup requirements to run cookieless for conversion or reach/frequency campaigns?
An image or JavaScript pixel is required to track conversions. No pixel is required for reach/frequency campaigns.
Can users use 3rd-party trackers when activating cookieless inventory?
Yes, clients can use 3rd party trackers when activating cookieless inventory. However, the ability to measure cookieless inventory will be dependent on third-party vendors' technology.
Can I run an ad set with exclusively cookieless delivery?
Yes, clients can set up ad sets exclusively with cookieless delivery.
Is there an additional cost to enable cookieless activation?
There is no additional cost to enable cookieless activation.
Is there a minimum spend required to run Cookieless Activation?
Is there a minimum spend required to run Cookieless Activation?
Is forecasting available for cookieless activation?
Pre-campaign forecasting is available for all cookieless objectives: conversions, site visits, and reach/frequency. Users can estimate the scale of ad sets and allocate budgets without third-party cookies. Users can view targetable audience and delivery estimates such as reach, CPM, and impressions.
Note: The above features are available only when cookieless is activated for the ad set, and only in the ad set setup page. It's not available in Planner.
What environments are we serving ads in when Cookieless Activation (prospecting) is enabled?
Cookieless delivery happens on most web browsers. Quantcast generally sees delivery in the same places as cookied whenever the user does not accept cookies.
Does enabling cookieless inventory affect the performance of other ad sets?
No, enabling cookieless inventory does not affect the performance of other ad sets.
Can Cookieless activation and other ad set settings be adjusted post-launch?
All ad set settings can be edited or selected as usual.
Objective: Reach/Frequency, Conversion
For Reach/Frequency: Users cannot enable cookieless on CTV or Brand Lift Studies. They do not need a pixel to enable it.
Site Traffic/Conversion: The user must have the javascript tag or image pixel for site traffic or conversion events. They do not need a pixel for reach/frequency campaigns.
Prospecting: For Site Visit/Conversion campaigns, this functionality is currently only available for prospecting. If using full performance (prospecting + retargeting), cookieless activation will only be applied for prospecting.
Creative: We recommend using Display due to inventory availability. However, video and native is also supported
Deal Management: Users can activate cookieless on PMPs.
Do you support data passback/ROAS for cookieless?
ROAS reporting is currently available. There will be support for data passback of emails. If you have a request or opportunity, please get in touch with support to discuss further.
What percentage of my budget should be applied to a cookieless test?
We recommend starting at 10-15% of the overall budget for cookieless activation and increasing over time.
Do you have any proprietary cookie-less data offerings?
Our approach is grounded in industry standards, interoperability, and innovation, all in service of a free and open internet:
Industry Standards: We’ve been working with IAB Tech Lab’s Project Rearc, W3C, Prebid, and others to help define industry standards.
Interoperability: We have built technology that can interoperate with the emerging identifiers and will continue to make the necessary advancements.
Innovation: We innovate by leveraging Ara™, our machine learning system and technology that can take in multiple signals, find the relevant information in each signal, and statistically combine them to analyze online audience behavior patterns and continue to find, categorize, evaluate, and reach the audiences best suited for a given campaign.
What does "cookieless" actually mean?
When we use the word cookieless, we mean without third-party cookies, and specifically cross-site tracking using third-party cookies. The first-party cookie is not going away, and there should not be any concerns regarding using first-party cookies.
How do Cookieless Measurement and Activation work?
Measurement: We look at a multitude of available signals: contextual, consent, first-party, geo, time, language, etc., and combine them statistically using Ara™, our AI and machine learning engine, to identify which of the marketer’s site conversions were likely on the same browser as the site where ads were shown.
With hashed email info that marketers can share in their conversion pixel (Enhanced Matching), we can attribute third-party cookieless conversions even more accurately, though it is not required.
Activation: We use the same multiple-signal approach to leverage all available information and apply Ara™, our advanced AI and machine learning engine, to make sense of those signals and make decisions on the right impressions to activate for a particular campaign.
What is Cookieless Activation?
This capability allows you to expand your reach and find audiences on previously inaccessible inventory due to a lack of third-party cookies.
What is UID2.0 (Deterministic)?
Unified ID 2.0 (UID2) is a privacy-focused, unencrypted alphanumeric identifier created from a user's email address or phone number. It is independent of third-party cookies and supports advertisers' need to run personalized ads that target specific consumers without compromising their privacy.
ID Graph
It depends on publishers passing back login data.
Scale is an issue: less than 5% of the open web is authenticated.
Depth of data: how often have you seen them online? How complete of a picture do you have? Also struggling with governance (ownership, legal ramifications)
Measurement is tied to whichever DSP is using it.
What metrics are provided in the Cookieless Breakdown report?
Spend toward cookieless inventory.
CPM of cookieless inventory.
Impressions served on cookieless inventory.
Clicks recorded on ads served to cookieless inventory.
CTR of cookieless inventory.
Uniques/ Reach of cookieless activation.
Conversions/Results from serving on cookieless inventory if Site Visit or Conversion objective. Conversion events must be tagged with a JS tag or image pixel. -Values will vary based on campaign objectives.
CPA from serving on cookieless inventory
Is what you do fingerprinting? How is it not fingerprinting?
No, our probabilistic approach leverages several signals, including our massive first-party data set, contextual, and consent statistical method with Ara™, our AI/ML engine.
Can I use a frequency cap on cookieless-only inventory?
Yes.
Is Cookiless bidding based on performance, inventory, cost, etc? What factors drive it, and is there an optimal split?
There is no cookieless-specific spend/delivery allocation. Regardless of cookie type (cookieless or cookied), each bid op receives a conversion score from the model, and we will bid monotonically for the conversion score.
Factors that affect breakddown:
The difference in conversion score for cookieless vs cookied inventory. Higher the score, we will bid higher and potentially spend more.
The difference in competition for cookieless vs. cookied inventory. (Since we bid in a second price auction, the clearing price for bid ops depends not only on how high we bid but also on competition. The difference between competition between a cookie and cookieless inventory is a factor that drives spending breakdown.)
We will deliver at the optimal split if the conversion score is perfect.
What does it mean for impressions/conversions to be considered for cookieless stitching?
The impression and conversion need to both have a first-party cookie. The algorithm is complex. If you have questions, please contact Quantcast support.
What are the benefits and differentiators of QC's post-3rd party cookies approach?
Adaptability and flexibility: Our solution complies with industry standards & is interoperable with emerging ID solutions, adapting as they evolve.
Balancing scale with accuracy: Our platform uses a multi-signal approach to take in all available information (not relying on any one particular signal) and applies Ara™, our robust AI/ML engine, to make sense of those signals and build a more complete picture of audiences than any of these signals can build in isolation.
Proven experience and expertise in handling a variety of signals: First-party, contextual, consent, and technology.
First-party: Quantcast Measure gives us a unique first-party view of the open internet, with over 100M+ web destinations tagged, providing a privileged first-party signal view.
Contextual: Through our Quantcast Measure tag, we can look at trillions of web pages globally in real time and, using natural language processing, understand what that content is about. We pair this information with Ara™ to create a topic map of the internet. It is more accurate than pre-defined taxonomies and not prone to miscategorization. In addition, the topic map is highly nuanced and has detailed content classification. We can also build in highly specific brand safety measures instead of blanket allow/disallow lists, which are limiting.
Consent: We are a leader in the consent management space and were a core contributor to IAB Europe and IAB’s Transparency and Consent Framework (TCF). We operate one of the leading consent management platforms, Quantcast Choice, implemented across 3M+ domains globally. We also look at both implicit or explicit consent based on regional requirements, act on it, and propagate the consent forward.
Technology: With over 100+ patents, Ara™ makes sense of complex, multiple signal sets to understand behavioral patterns. Our predictive models react to the most recent events across the internet to provide an up-to-second understanding of audience behavior. Ara™ empowers you with consumer behavior patterns and predictions to help you deliver perfectly timed and uniquely relevant advertising.
What is Quantcast's approach to cookieless targeting and measurement?
Our approach is grounded in industry standards, interoperability, and innovation all in service of a free and open internet:
Industry Standards: We’ve been working with IAB Tech Lab’s Project Rearc, W3C, Prebid, and others to help define industry standards.
Interoperability: We have built technology that can interoperate with the emerging identifiers, and we will continue to make the necessary advancements.
Innovation: We will innovate by building machine learning systems and technologies that can take in multiple signals, find the relevant information in each signal, and statistically combine them to analyze online audience behavior patterns and continue to find, categorize, evaluate, and reach the audiences best suited for a given campaign.
Which campaign objectives are supported?
All campaign objectives are supported.
What signals does Quantcast take in for cookieless targeting?
Quantcast Platform takes into account a multitude of relevant signals when making decisions regarding audiences, targeting, measurement, and attribution.
Contextual signals: The Quantcast Platform uses a custom-built contextual technology that is part of Ara™. This technology crawls trillions of URLs, gathers and analyzes content using natural language processing, and classifies them into content categories to build a high-dimensional topic map of the internet. This topic map allows us to provide high-quality, more nuanced contextual signals.
First-party signals: We have been working with top publishers for over a decade, and this affords us access to first-party signals via Quantcast’s first-party tags on their websites.
Cohort-based signals: Once Google shares its FLoC approach and makes these cohort assignments widely available via bid requests, our technology will process them as one of the many inputs.
Identifier signals: The Quantcast Platform is built to interoperate with emerging identifiers like UID 2.0 and LiveRamp.
Consent signals: The Quantcast Platform looks for consent attached to a bid request (implicit or explicit based on regulation for the region) before using and processing any of the information in the bid request.