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By Sam Bradley-26 January 2021 08:30am
How can marketers prepare for the crumbling of the third-party cookie?
We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie.
With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the internet itself are huge.
It also poses hard question for marketers. As the token falls out of use, personalisation approaches that rely on third-party data will be put under pressure. But targeting the right audiences at scale is still the goal of most digital marketers. So, what‘s to be done?
December 16th 2020 14:24
How will data, its role in advertising and marketing, and the relationship that businesses have with it evolve in 2021?
Earlier in the month, we took a specific look at the issue of third-party tracking cookies and how their ongoing demise is likely to impact measurement, ad targeting and attribution in 2021. But what other data trends are likely to come to the fore next year? How will the ongoing Covid-19 crisis and the way that brands respond to it impact the usage of data? And what about automation, artificial intelligence and the emergence of new tools?
We speak to a number of experts in data, analytics and advertising to find out what they see on the horizon for 2021.