Buh-Bye Cookies, Hello Identity Gardens, Buying New Car Media The Old Fashioned Way - Brand Name and Relevant Content
SEE ALSO: How buyers and advertisers are planning for the end of the third-party cookie
SEE ALSO: The Auto Channel Table Of Contents
SEE ALSO: Remember When Google Ranking Were Based On Content In Context?
"Identity gardens" growing as replacements for cookies, IAB February 27, 2020:Brands and marketers are shifting toward the use of "identity gardens" featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM's Krystal Olivieri says, "It's still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented 'identity garden' approach.
Co-Founder's Note: Hmmmm, With Google eliminating the Cookie, digital media buying will have a retrospective element. Business as usual will not be usual. In fact some Uber cool digital ad folks are placing their bets on a new buzzy thingy they are calling "Identity Gardens"*, nice...but for over 25 years we have been not only been calling The Auto Channel what we are, a Focused Content Channel that we have been stuffing full of millions of pages of automotive content so when the time comes (now?) not only will the civilian's understand that to get automotive information The Auto Channel will be a good place to start, but the media buyers will have to give up their cookie pacifiers and actually buy media based on historic criteria...like what kind of content do sites actually offer and is it relevant to my clients needs?
It's a simple proposition web users will go to a familiar brand that matches their expectations to get the info they are looking for...we hope that they will come visit us here on The Auto Channel.
In the recognition that we are quickly moving into a beyond search and cookieless media world Data Research Hubs are getting VC HOT!, well this time we were only 25 years in front of the curve.
We foresaw the day when there would be so much content on the web that a search engine's results could not be fully unbiased, accurate or satisfactorily complete.
So 26 years ago, before Google Search and simultaneously with Yahoo Indexing, our founding team designed www.TheAutoChannel.com as the Automotive Research Hub, a Focused Content Channel...a platform that could successfully meet the challenge in our search engine-less present and in our vision of the future...a content repository and distributor system that would thrive in the future's Beyond Search Engines and Cookie world.
Our Automotive Data Research Hub, The Auto Channel, would function as a massive silo, eliminating a need for an enterprise level web wide search engine. Delivering relevant information without an advertising based search tool, because it only had to search within our single subject Focused Content Channel. This interactive on-line entity would easily, inclusively and accurately sift through a main library quantity of curated automotive content, while providing users exact results, plus provide them with an opportunity to discover relevant and amplifying "SEE ALSO's", links to data and editorial information that user's did not even know existed. This positive relevancy and amplification would expand the user's subject knowledge by providing a true bibliography of relevant automotive content without the inefficiency, bias and advertising-influenced web wide SERP's.
Our team's, web futurist guru Steve Arnold (You gotta read his stuff) sent me a link to MarkLogic a company that is built on the idea that single subject Data Research Hubs will become important in the Beyond Search future of the web, the very vision that our team has and brought to reality over the past 25 years...now finally VC's agree with us and see the value of "Single Content Verticals" and thought it worthy enough to fund to the tune of hundreds of millions of dollars.
MarkLogic offers products that can be used to build single subject verticals, "Data Research Hubs", software that builds a Data and Content Repository that is easy to build and maintain... kind of like The Auto Channel, but without the 25 years it took us to refine the back-end to contain, index, retrieve and distribute millions of pages of automotive content. Here is what MarkLogic has to say about their Pharma Research Hub, a Focused Content Channel.
The MarkLogic's Pharma Research Hub is a single pane of glass that provides easy access to the widest possible array of R&D data available. Whether it's publications, authors, genes, or drugs - structured and unstructured, public and private - it's all made available through the Pharma Research Hub. Because data is integrated 10x faster than with custom-developed solutions, users get faster access to more data. And, delivered as an enterprise cloud service, it deploys in minutes with no IT management burden and has a level of security and scalability that other solutions can't match.
We here at The Auto Channel couldn't agree more...our 25 year old effort to make The Auto Channel the web's Automotive Content Vertical continues on.
Our competitive position is secure as potential competitor's business models are "lead generation and classified listings" which prevents them from economically transforming into an editorial based Automotive Data Hub.
The Auto Channel currently remains the web's primary single channel to acquire relevant automotive content. Utilizing our 26 years of in-house developed software, programs and tools we prove everyday that we have the secret sauce to economically collect, publish and distribute automotive data and content to every flavor of automotive interested user.
It's always nice to be able to pat ourselves on the back and shout "we were right"...but now we need to acquire like-minded advertisers to once again elevate The Auto Channel to its historic position as the most viewed automotive site in the world...ahh those were the days my friend we thought they'd never end.
* "Identity gardens" growing as replacements for cookiesIAB February 27, 2020:Brands and marketers are shifting toward the use of "identity gardens" featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM's Krystal Olivieri says, "It's still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented 'identity garden' approach.