BAM-hub helps market to become 'third party cookieless’

"There are many challenges in the field of digital advertising," says Frédéric Martins, Head of Media at ING and initiator of IABbyBAM, the new digital hub of the Belgian Association of Marketing. "From next year, Google will no longer work with third-party cookies, there are too many different sources to gain an overview of digital spending, marketing automation is becoming increasingly important... These challenges are immense. So immense that we thought it would be a good idea to appeal to collective intelligence. Hence the decision to start a hub within BAM and to breathe new life into the IAB."

As a reminder, BAM was born three years ago from the merger of trade associations Stima, bdma and ... IAB, which unites the players in digital advertising.

Everything starts with the cookies

The hottest topic in digital advertising is undoubtedly the start of the 'third party cookieless' era. "The consequences on the whole market will be huge," says Frédéric Martins. "Advertisers and media agencies will not be able to address segments as easily, media companies will have less information to pass on to advertisers and media agencies, and digital campaigns measurement and attribution will be also impacted."

Moreover, the 'cookieless future' will also have an impact on digital spending and on how marketing automation will develop. "It's the common thread in digital advertising for the coming months and years," Martins echoes. "It is precisely for this reason that we are taking the first concrete initiatives. It is our intention to make the theme better known, and to identify its impact and possible solutions.

Onepager

First things first; IABbyBAM wants to draw attention to the problem. "We noticed that in Belgium there is little concrete information about the end of the third party cookie," says Pieter Jadoul, Media Director at AdSomeNoise and one of the driving forces behind a onepager on the topic. "It has only recently been on the radar in our country. That's why we thought it was important to give a state of affairs: what are the threats, what are the possible solutions, and how can you prepare? After all, there are still many unknown elements. That is precisely why a onepager seemed to us to be a good starting point."

In addition to the onepager, a white paper on the implications for sales platforms is also in the pipeline, as is a Clubhouse session in May in which the hub wants to go into more detail on the topic. In order to feed this Clubhouse session we will also launch some short polls in the coming days."Our intention is to work 'agile'," says Frédéric Martins. "There is already a lot of information out there, but it is not always easy to find it in a group. We want to provide an overview."

Pieter Jadoul concludes: "It's very good that BAM wants to have these discussions. The trade association is very well placed because it affects the whole marketing ecosystem and has a lot of different stakeholders."

The onepager is only available for BAM Members. Please use your login to access.