The end of third-party cookies is not a time for frustration, but rather a time to get excited about and prepare for what lies ahead. After all, this is a golden opportunity to reevaluate the entire advertising ecosystem and develop better ways to create relationships built on trust.
As brands, publishers, and platforms look forward, naturally they are concerned about how to effectively rebuild the ecosystem to maintain core data-driven marketing use cases. We’ve put together a couple of resources that tackle these concerns and provide insights into what the next steps for the advertising industry must be to succeed in the future.
First, check out this video and hear from industry leaders as they speak to how the advertising ecosystem is looking to challenge the status quo and use the deprecation of third-party cookies as a chance to rebuild.
Second, be sure to watch this session from RampUp San Francisco 2020, where Ronan Shields, Programmatic Editor for AdWeek, hosted a panel featuring Jeremy Steinberg (MediaMath), Liane Nadeau (Digitas), and Travis Clinger (LiveRamp) discussing the erosion of trust and how the loss of third-party cookies will lead to gaps in measurement and understanding the customer journey. The panel also shared their thoughts on the best path forward for maintaining end-to-end addressability in a world of tightening regulations.
- The opportunities that come from rethinking the programmatic advertising supply chain
- How radical transparency can help heal a damaged individual/publisher/brand relationship
- The role browsers play in the post-cookie world