Navigating the cookieless era: New strategies for effective advertising.

Cookies have been a significant technology in the advertising landscape for over 20 years.

The panelists are experts from CV Library Group, Assembly Global, Google, and RTB House.

The video discusses the importance of the upcoming shift to a cookieless environment and its impact on digital marketing.

🍪 The third-party cookie is no longer viable due to privacy concerns and changing regulations.

🔒 The Privacy Sandbox project aims to develop new technologies to support ad-supported business models while protecting user privacy.

🌐 Chrome will roll out these new technologies to 100 users globally in two weeks, allowing for testing and optimization before the removal of third-party cookies in 2024.

👥💡 Retargeting relies on user profiling, auction bidding, and personalized ads, all currently powered by cookies.

🍪 With the removal of third-party cookies, first-party cookies can still be used to collect valuable user data.

💰 Retargeting and personalized ads can still be done effectively after the removal of third-party cookies.

🧩 Diversifying channels and maintaining performance are crucial for brands and agencies during the transition.

🌊 The video discusses solutions to navigate the cookieless era that are available to anyone.

🔍 New signals, such as the topics API, can be used to target users based on their interests without revealing personal information.

🎯 Advertisers can still reach their target audience through alternative tactics like contextual targeting and leveraging first-party data.

🌊 RTB House focuses on both retargeting and branding, with a new signal called topics API for branding products.

📢 RTB House is launching Prime audience to create audiences using the topic signal.

🍪 Different stakeholders have different responsibilities in preparing for cookieless changes, including leveraging own data and obtaining consent for re-engagement.

🌊 Learning to surf: Riding the wave of cookieless change.

🔎 Understanding available options and finding the best solution for clients.

📈 Preparing for testing and optimization in the new environment.

💼 Examples of businesses that are well prepared for the cookieless change.

🌊 The video discusses the transition from third-party cookies to more private and secure methods of tracking user data.

🔐 The transition aims to provide users with a more private and secure browsing experience.

🚀 This change opens up new possibilities for targeted and performance-based advertising campaigns.