How to Market to Expensive Keywords
How to Market to Expensive Keywords
12 Steps to Create Videos

Cookieless Future Demands Strategies for Data Signals: OMD USAs Chrissie Hanson Beet.TV [Video]

Categories
Digital Marketing

LAS VEGAS – Alphabet Inc.’s Google this month began its long-planned effort to give people more control of their online privacy by limiting the use of tracking cookies in its popular Chrome browser. Advertising agencies are working to help their clientele adapt to the loss of a key signal of consumer behavior.

“We’ve been diligently preparing for the deprecation of cookies,” Chrissie Hanson, chief executive of Omnicom Group’s OMD USA, said in this interview with Beet.TV contributor Mike Shields at CES 2024.

The media agency’s holding company set up a task force called Future Signals to develop strategies to cultivate alternatives to cookies, which since the beginning of the World Wide Web have provided a way for marketers to improve the targeting and retargeting of online ads.

“Of all the solutions we’ve tested is actually you need to supplement every single one of them with probabilistic and predictive data,” Hanson said. “That’s important in really understanding what it means for the process …

3 Steps to Building a Targeted Audience
3 Steps to Building a Targeted Audience
5 Steps to Creating Successful Ads