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

Morys Ireland, Head of Data and Technology Operations at Mindshare UK shares his thoughts on the one big thing that brands should be doing to prepare for a cookieless world:

“While industry dynamics are shifting considerably, the essence of what we do remains the same: achieving business outcomes through media. There will be new tools and tech, but a solid test and learn approach and a framework for experimentation remains the key to understanding what works and what doesn’t. In a post-third-party cookie world, we will have to adapt our approaches to find new ways to target, measure and test. As we do so, let’s aim to build a better digital advertising ecosystem that meets consumer expectations – adopting solutions built for the long-term rather than quick fixes that patch up old ways of working.”

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