In order to collect sufficient data to target customers online, brands have relied for years on cookies, created by third-party technology companies.
However, what started as a convenient way for brands to get to know their customers and serve them relevant content has led to data scandals, growing concern from regulators and distrust from consumers. As a result, Google are phasing out third-party cookies, retiring them completely by the end of 2022. As a result, brands will no longer have access to much of the data that they have used up to now to curate personalised customer journeys.This kind of seismic change is an opportunity for brands to adapt to new ways of using data with integrity and show consumers that they are on their side. To discuss how brands might capitalise on this, The Experience Makers gathered a panel of experts to discuss what ‘data with integrity’ means and explore how technology can help brands offer more tailored experiences in the future . Tune into the episode now to hear from Wunderman Thompson Data’s Head of Business Consulting, Olivia Hawkins; Wavemaker's Head of Precision, Tarik Windle and Carsten Hyldahl, Director of AI & Identity at Wunderman Thompson MAP (Marketing automation & personalisation) in what was a fascinating conversation.
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This bumper episode of The Experience Makers explores the impact that the retirement of third-party cookies will have across the industry and covers:
Consent and the value exchange
Targeting: the increased importance of first and second-party data
Measurement and reporting: how will the industry adapt to new solutions?