Data

Most marketers are now considering best practices.  While there are sure to be quite a few, they can all be rooted in a clear value exchange — by highlighting how data collection can improve overall experiences for consumers.

While it’s probably difficult to imagine in today’s world –  where anyone can whip up a business-destroying Twitter storm in seconds – listening to customers hasn’t always been the default.

Third-party data, the product, is better than ever. It’s ethically sourced and privacy-compliant and will remain so even after cookies fall away.

While we have never completely relied on third-party cookies – by offering Commercial Mix Modelling we don’t need them to measure effectiveness – we are indirectly affected.

The ground is already shifting when it comes to cookies. During this transition period, I thought it might be helpful to share a bit about our approach to cookies (or the lack thereof).

The move to a cookieless world isn’t like the dozens of other tech pivots that have kept publishers on their toes in recent years. This isn’t just a bridge to be crossed when publishers come to it. This move is the big one.