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Cookieless Web Demands Robust First-Party Consumer Data: General Mills Jay Picconatto Beet.TV [Video]

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Digital Marketing

LAS VEGAS – Alphabet’s Google for years has worked to give advertisers notice that it would end support for tracking cookies in its popular Chrome browser amid increasing concerns about user privacy and data protection. Many consumer packaged goods companies have worked to prepare for a cookieless future by developing their own data resources.

“We’re trying to make sure that we insulate ourselves in a few different ways,” Jay Picconatto, global commerce lead at General Mills, whose household brands include Cheerios, Pillsbury and Betty Crocker, said in this interview at CES 2024. “First and foremost, we’re trying to make sure our first-party data network is as robust as possible.”

The food and beverage giant also is experimenting with contextual targeting, or reaching consumers based on what kinds content they read or watch. Contextual advertising has been around for decades, but is regaining greater significance as marketers seek more signals about people’s …

How Desire Paths can Transform your Digital Marketing
How Desire Paths can Transform your Digital Marketing
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