New Identifiers Present a 'Watershed Moment in Marketing'

NexTech panelists urge advertisers to see the end of the cookie as an opportunity


Since Google announced plans to deprecate third-party cookies in Chrome, we’ve seen a number of cookie-alternative identity solutions emerge. As more players enter the space, figuring out how to segment and measure audiences is becoming increasingly convoluted.

Delphine Hernoux, chief data and analytics officer at Wavemaker, and Joe Anthony, chief executive and founder at Hero Collective, joined Adweek’s NexTech 2022 summit to discuss the identifier landscape, the solutions gaining ground and how the deprecation of third-party cookies is leading to innovation in better understanding of what audiences are engaging in. 

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