Agency POV: GroupM On The One Big Thing That Brands Should Do When Preparing For A Cookieless Future

Esra Bacher, Managing Partner and Programmatic Investment Lead at GroupM shares her thoughts on the one big thing that brands should be doing to prepare for a cookieless world:

“While the deprecation of cookies will have a significant impact on our existing practices as an agency, there are already multiple initiatives and solutions that offer privacy-compliant identity solutions to help advertisers connect audiences without relying on cookies. 

We believe brands will seek to build a strong data foundation to form a unified view of the customer and incrementally embrace sophisticated data science, artificial intelligence, and machine learning methodologies to segment and target consumers in new ways, while using data clean rooms to reach their audiences with a more conservative use of their consumer data. Campaigns are expected to be people-based and mostly addressable which should allow advertisers and publishers to uncover undervalued inventory and see an improvement in their overall performance.”

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