Marketing in a Cookie-less World

In this lesson we will discuss the limits of cookies as a way to identify consumers and show you the ways in which a “cookie-less” world will impact key functions in marketing. We’ll take a look at the history of cookies and the factors leading to their deprecation.  Existing and emerging regulations around privacy will be discussed plus the importance of the balance between personalization and privacy.

In this lesson we’ll dig deeper into how a “cookie-less” world will impact key functions in marketing.  Publishers and Advertiser have long relied on cookies to power the ad ecosystem and generate revenue. Ad tech has evolved to support that ecosystem.  Learn why key functions such as audience targeting, frequency capping, bidding and measurement are changing and how those changes will affect your brand.

In this lesson we’ll explore solutions for identification as an alternative to cookies. Brands share a common goal of reaching their customers at the right time and place with the right message. As Ad Tech evolves and becomes more personalized, marketers can realize this vision by learning how to identify who they are talking to at every touchpoint in the consumer journey. Learn the different advertising identifiers, why IDs are better than cookies and just how identities work for marketing.

In this lesson we’ll discuss the ongoing work to develop new methods of customer identification for targeted advertising and media measurement. Publishers, advertisers, and ad tech vendors have been working together to create common practices to make transacting upon shared, persistent identities a reality.   We’ll explore the ID landscape, including IAB’s Project Rear; the current capabilities of contextual targeting; the rise of Data Clean Rooms as more than just a walled garden tool and Google’s Ads Data Hub.