The research team at Captify have gathered useful content from our clients and partners that can help brands get powered up with all things cookieless. This spotlight is from our friends at Dentsu X.
In this report, Dentsu X’s Global Head of Innovation, Aurelia Noel explores how the deprecation of the third-party cookie will lead to advancements in data ethics, the rise of contextual targeting, and new tactics for retargeting.
Takeaways:
- The end of third-party cookies puts the experience of the consumer in the priority position
- Retargeting will now only be able to take place in a closed environment, where first-party data can be leveraged
- Brands have an opportunity to use their impressions to build relationships and foster important conversations with consumers
