Test open source ad targeting solutions for a cookieless web

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 11, 2022, 11:33 AM GMT+0

Investing in customer data platforms (CDPs) can help advertisers collect first-party data and navigate a cookie-ess web.

Advertisers that haven’t yet prepared for the phasing out of third-party cookies, still have a "window of opportunity" to develop ad solutions without cookies. To evaluate their reliance on third-party cookies, platforms like Google, ad tech firms, publishers, and more, brands must perform an internal audit through SWOT analysis and surveys.

During internal audits, analysing advertiser-managed ad servers, DMPs, and other areas is recommended. Following the audit, brands can test and evaluate cookie-free open source solutions.

Leverage CDP platforms to collate consumer data and consented attributes and understand their competencies in creative formats and targeting. Collaborate with publishers, use predictive modelling AI and contextual advertising, and account for macro trends to develop cookieless ad targeting solutions.

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