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

Joshua Lowcock, Chief Digital Officer for UM and Global Brand Safety Officer for Mediabrands shares his thoughts on the one big thing that brands should be doing to prepare for a cookieless world:

“As the sun sets on third-party cookies and what some have called ‘surveillance capitalism’, it’s an opportune time to re-center the industry around privacy, transparency, and responsibility. The advertising and publishing industry always likes to say that ‘people want personalized advertising’ and if this is truly believed, then giving people that choice is fair and reasonable. The key message for marketers and brands is to accept and embrace these changes – whether it is regulation or platform policies, brands that lean in and operate in the spirit of the changing privacy landscape, that rediscover the balance between the art and science of marketing, will be the most successful.”

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