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6 data collection tactics for marketing in the cookieless future

Martech

The end of the third-party cookie doesn’t have to be the end of getting good, useful data. Here are six tactics marketers can use with first-party and zero-party data to keep marketing automation programs working. Dig deeper: Marketers should care about consumer privacy. Gated content.

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Server-side measurement: What is it really good for?

Martech

With the end of third-party cookies looming over an ever-shifting horizon, marketers have been scrambling to figure out how to hold onto their precious data. Browsers that are already tough on cookies command a significant market share. The so-called “cookie apocalypse” does not only impact third-party cookies.

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A Brief Timeline of Signal Loss

VideoWeek

By 2024, everyone working in digital advertising was tired of hearing about cookie deprecation, writes Thomas Bernal, VP Go To Market at Ogury. Difficult, but not impossible at least at first. Chromes dominant market share meant advertisers couldnt rest on their laurels.

Cookies 91
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What is a customer data platform or CDP and why are so many marketers talking about them?

Martech

A customer data platform, usually called a CDP , is a marketer-managed system designed to collect customer data from all sources, normalize it and build unique, unified profiles of each individual customer. The result is a persistent, unified customer database that shares data with other marketing technology systems.

Marketing 137
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ID5 Provides Actionable Identifiers, Audience Monetization and Privacy-focused Approaches

Ad Monsters

We knew that what we’re using today: cookies and mobile IDs are not going to cut it. . A couple of years later, Google started talking about removing cookies in Chrome. Eventually, the market caught up with us and our view of building alternative identities, but the initial trigger was efficiency.

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3 ways marketers can prepare for a cookieless future

Martech

Marketers around the world are anxiously awaiting the deprecation of third-party cookies, searching for ways to adapt their campaigns. The first campaign that I was asked to run at Michael Kors took 12 hours to produce, which even five years ago was 11 hours and 59 minutes too long,” she said.

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Though cookie alternatives are out there, agencies have their issues with them all

Digiday

As agencies get more serious about finding the right third-party cookie alternatives , they are running into challenges, both old and new. Some of these include changes in audience size or measurement and standardization obstacles — and potentially even its own set of privacy questions.

Cookies 98