MiQ builds ‘identity spine’, touts cookieless cross-media targeting smarts, builds own panel, inks Liveramp, Similarweb deals
Damien Healy: MiQ running more than half of campaigns without cookies, building stack to crack 100 per cent cookieless
MiQ claims it is already running half of campaigns without cookies, and is aiming to get to 100 per cent cookieless ahead of Google's big shift.
What you need to know:
- MiQ ramping up post-cookie programmatic.
- Inks deals with Liveramp and Similarweb to underpin first-party and contextual strategies.
- Building own local panel to sit atop an 'identity spine'.
MiQ is touting an ‘identity spine’ which it claims is enabling the Australian operation to run “more than 50 per cent of our media” without needing cookies. The aim is to be ready to hit 100 per cent, ahead of Google’s third party cookie cull next year, said APAC Operations Officer, Damien Healy.
The firm is also building its own audience panel and has struck deals with Liveramp and Similarweb to power both first party data-powered programmatic targeting and analytics as well as contextual capability.
Meanwhile, the audience panel, initially being built out to 7,000 people, will be expanded to 15,000.
Healy said the panel is “purpose built for programmatic … and we’ve put a huge focus on advanced TV intelligence. It gives us the ability to blend traditional and programmatic at scale, and to continue our path away from cookies.”
