Mediahub Worldwide’s Wendi Dunlap is finished with listening to concerning the cookie-pocalypse.
The top of third-party cookies (within the slowest demise ever) isn’t “Armageddon for entrepreneurs,” says Dunlap, EVP of enterprise intelligence and viewers science on the IPG-owned company.
“That is simply one other section of promoting,” Dunlap says on this week’s episode of AdExchanger Talks. “Good entrepreneurs are nonetheless going to have the ability to drive ends in the face of cookie deprecation.”
With out third-party cookies as a crutch, advertisers must get artistic by testing new choices, like different id options, and by embracing oldies however goodies, like contextual concentrating on.
Exterior forces, whether or not within the type of rules or platform privateness adjustments, could be a chance to innovate, Dunlap says, and “recenter on the human, the individual, the buyer – and never simply their footprint.”
The 2 most vital issues that manufacturers can do now are check every part and never freak out.
“It’s vital that entrepreneurs don’t panic and actually assume strategically about who they need to check,” Dunlap says. “It is a actually thrilling time for exploration.”
Additionally on this episode: The development towards outcome-based planning and measurement, what it means to be a “acutely aware” marketer,” adopting information ethics, coping with sign loss and Wendi’s favourite sci-fi novels.
