Post-Cookie Digital Marketing Will Be Vibrant and Seamless

Post-Cookie Digital Marketing Will Be Vibrant and Seamless

Martech — Wed., May. 12, 2021

Google's announcement of deprecating user tracking has been a long time coming. Privacy rules have been tightening for years, and cookies are no longer an effective tool for marketers. Google's announcement of deprecating their own use of cross-site tracking has caused many headaches, but it is ultimately a favor to the industry. In order to succeed in a post-cookie world, marketers must rely on AI-driven solutions that do not rely on personal data or cross-site behavioral analysis.

The good news is that the industry is already adapting to the post-cookie digital marketing by introducing initiatives from independent ad tech companies, as well as from Google itself, enabling essential ad tech use cases to be supported in a privacy-preserving way. AI is already transforming the marketing technology that enterprises depend on, and it can harness plentiful, harmless, non-user-specific semantic metadata from content to create better alignment between brands and consumers.

AI is driving step-change performance and scale across addressable paid media channels. It is raising expectations for global brands and generating marketing performance and ROI that is far better than legacy systems. We have the technology to leave behind intrusive, legacy technology, and the future of post-cookie digital marketing is bright.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

Post-Cookie Digital Marketing Will Be Vibrant and Seamless

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

How Salestech Can Embrace Customization at Scale

How Salestech Can Embrace Customization at Scale

In an age when every digital interaction by potential buyers leaves a trace, salestech can help sellers and marketers harness a wealth of data. As a result, customization, at scale, is both possible and necessary.

Five Powerful Benefits of Chatbots in B2B Marketing

Five Powerful Benefits of Chatbots in B2B Marketing

When businesses use chatbots, they improve engagement, lead generation, and customer experience. But what, exactly, can chatbots do for marketers? Here are the top 5 benefits.

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

In the race to build bigger and better solutions, martech vendors have ended up with so much "extra stuff" in their products that doing even basic work has become difficult. The result for marketers: frustration and wasted time. What can be done?

Customer Data Platform vs. Customer Engagement Platform: Differences and Use-cases

Customer Data Platform vs. Customer Engagement Platform: Differences and Use-cases

CDP and CEP objectives overlap, but their primary functions differ. This article highlights the roles of CEPs and CDPs, real-world use cases, and ways they enable customer-centric strategies.

The Saturated Marketing Tech Landscape: The Case for Consolidation

The Saturated Marketing Tech Landscape: The Case for Consolidation

The explosive growth in martech solutions, once fueled by an era of easy capital, now faces a stark reality-check. What's next? And how can marketers decide what should go in their tech stack?

Why B2B Salestech and Sales Enablement Tools Don't Meet Expectations

Why B2B Salestech and Sales Enablement Tools Don't Meet Expectations

B2B leaders say the most common reasons sales technologies don't meet their expectations are because of internal organizational issues rather than issues with the solutions themselves, according to recent research.

Subscribe to the MarketingProfs Today newsletter