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

Kathleen Kayse, Chief Media Strategy and Partnerships Officer at The Ad Council shares her thoughts on the one big thing that brands should be doing to prepare for a cookieless world:

“As we face what may initially seem daunting….. a data drought, compromised business results, inability to target with precision… this actually will be a blessing in disguise. We as an industry have a unique opportunity to redefine strategies for audience targeting and personalization that honor the consumer and bring transparency to every engagement. Marketers should immediately take the time to reassess every partner that relies upon third-party data, to ensure those potential gaps in customer data can be filled through new CRM strategies. Prioritize platforms that have access to first-party data, focus aggressively on building your own first-party data set, and return to a more scalable solution in the form of contextual targeting.”

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