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

Joseph McKenna, Head of Programmatic at m/SIX shares his thoughts on the one big thing that brands should be doing to prepare for a cookieless world:

“In a post-cookie world, first-party data becomes increasingly more valuable. Brands should remember that prioritizing higher quality owned data – collected voluntarily and transparently – means a better foundation for all marketing, to both current and future customers. We firmly believe that any incremental use of consumer data needs to be repaid back to the individual. Whether someone signs up, opts in, or becomes a customer, that person deserves meaningful gains in return that make that action worthwhile. Brands should focus on that value exchange to further enhance the quality of data that can be used for media.”

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