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.

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