Testing in cookieless environments

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For those involved in online marketing and advertising, it will be very important to start thinking about alternative solutions right away so as not to lose half of the target audience. The real difficulty will not be launching the campaign, but reaching and perhaps exceeding the KPIs. Hence the importance of having a budget reserved for advertising tests. Experimenting search russian phone number with current strategies by giving top priority to first-party data will, in fact, allow investors to discover the great potential offered by the post-cookie world.

The important thing, then, is to act now. How? We'll explain!

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Here are 4 crucial steps to take to test ad campaigns without third-party cookies:

Identify the objective : setting the final result you want to achieve, such as similar performance to campaigns with third-party cookies, allows you to implement the most effective and efficient solutions to achieve the objectives.



Define the metrics: it is important to decide right away if you want to measure new audiences, different creatives or different communication strategies. After that, you proceed with the execution of an initial test, which could be “prospecting” or contextual, to verify the actual positive impact of the metrics – such as CTR, CPA, CPC and ROAS – on the general objectives of the company.

Determine the ideal budget: There is no fixed budget that works for everyone. Once confirmed, however, you should plan to run the test for at least 6-8 weeks. Obviously, starting to test now, you have the opportunity to understand the real budget needed for the future, as well as the scope of the reach and performance of the campaigns.