Thought of the Day: It is imperative for ad tech to prove its durability to weather multiple storms that challenge it. Fundamentally, a good cookie recipe, brand, or technology proves its durability because they can be future-proofed. This begs the question: With so much attention our industry has placed on cookie deprecation, how durable is a cookie? In other words, even though we’re all sick of cookie puns in the ad-tech space, is there a different recipe for cookies we could try — even if we mess it up? https://lnkd.in/edMpc5qi Verve Group Sameer Sondhi Remco Westermann Alexei Moltchan
Jennifer Box
1y
I feel like the stock answer for this would be 1st party cookies but without the ability to build lookalike audiences it's simply not scalable. The industry was too quick to get rid of the cookie rather than looking deeper into the fundamental issues with the 3P cookie and fix the problem as opposed to the blanket (in my opinion), reactionary decision to outright get rid of them.
I agree that durability and testing is needed before implementation of new solutions. PII, which includes name, postal address, email and hem, is becoming much more in demand for direct mail, email, digital marketing, and especially identity graphs. What’s old is new again. Agree?
Great article! I couldn't agree more with the importance of continuous learning and staying curious. I have found that the more I learn, the more opportunities come my way. Thank you for sharing!
Director of Product Management, Strategy, Partnerships | AdTech | MarTech | Data | Executive MBA
1yThis is really spot-on - no one actually thought of durability when employing 3p cookies to serve as a digital advertising currency. It’s like a quick and dirty MVP in a start-up, which de-facto became a standard. Now is the right time to try a different recipe for cookies.