Brands must devise new tactics for web browsers to prepare for a cookieless web

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2020, 2:22 AM UTC

The differences in the privacy approach between Safari and Chrome have created a new “pseudo-walled garden”.

This article states that to effectively transit into a cookieless web, brands must develop new advertising tactics for web browsers, walled gardens, and devise new measurement methods. To prepare for ad campaigns without cookies brands must acknowledge the differences of each web browser and privacy policies.

While Safari and Firefox have taken different approaches to privacy. Advertisers must leverage learnings from Safari’s use of Intelligent Tracking Protection to prepare for a cookieless world.

Data clean room products within walled gardens can provide advertisers with measurement solutions. Brands must leverage these rooms to upload first-party data and also look to A/B testing and matched-market testing or media-mix modelling to create contextual campaigns.

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