What to Do When the Cookie Jar Is Empty
Posted in: UncategorizedChad Engelgau
For 10+ years we have feasted on an endless supply of cookies for behavioral targeting, but major challenges with our Internet advertising diet are starting to show. There are legislative and privacy challenges; technology shifts, like browsers and mobile devices blocking 3rd Party cookies by default; and marketers themselves are feeling the pain of this diet as more and more channels are adding weight to their digital ad spend, so cutting out “empty calories” and tactics that don’t produce results is a must. Make no mistake: Cookies are still one of the best ways for marketers to reach consumers online at scale. But marketers are starting to see the benefit of balancing their hunger for reach with a hunger for the quality of their audience.
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