In this video, Christopher Melotti (@melottimedia), Arielle Peters, Mike Sandys (@OddbalMarketing) and Kristin Hancock have come together to discuss the future of audience targeting in the cookie-less world and give advice on how brands can tweak their strategies to navigate this brave new world. In the coming years, all major browsers will be blocking third-party cookies, which will disrupt the digital advertising landscape and the way brands reach out to consumers.
Marketers are looking for alternative solutions to allow the creation of targeted advertisements that will not jeopardize consumer privacy but at the same time allow advertisers to deliver targeted content to users. Additionally, the panelists predict that contextual advertising will be the answer to a cookie-less world since it will allow brands to serve relevant ads without the need for cookies or third-party data. Furthermore, the panelists believe we are going to see a substantial rise in sequential video advertising that will be key to fostering trust in an organic way. Advances in AI and Machine Learning will also greatly assist brands in analyzing consumer online behavior to create smarter ads tailored to each person. Lastly, since programmatic advertising will be adversely impacted by the removal of tracking cookies, the creation of hyper-personalized video advertisements will shift to connected TV that will have accumulated extensive consumer data.