by Tobi Elkin // March 10, 2017
Audience-based advertising. What is it? Some put it in the “people-based” advertising bucket. In either case, it involves a shift away from cookie-based marketing. RTBlogspoke with Tony Katsur, president of ad-tech firm Sonobi, about the segue to marketing that doesn’t rely on cookies.
RTBlog: What is so-called “people-based” marketing? And where’s the cookie going?
Tony Katsur: It’s a move to identify real people. The cookie isn’t dead yet, but it will have less relevance over the next five years. Cookies are low-fidelity tokens. At some point, marketers that rely on them will have trouble identifying consumers.
RTBlog: Why are cookies “low fidelity tokens”?
Katsur: A cookie is lower fidelity because churn against the cookie on a person is between 20% to 40%. You can’t maintain a consistent relationship with them. For example, “is that really Tony Katsur at gmail.com?” A cookie doesn’t suffice for addressability because it has a high churn rate and doesn’t translate to multiple devices.