Cookies are deprecating on Google Chrome – finally – although they aren’t going away all at once. Just 1% of Chrome users have seen the cookieless future so far, with more to come over the next year.
In response, many media agencies, media owners, publishers, adtech companies and, well, just about everyone wise in the digital media industry have been hard at work creating new advertising solutions to allow marketers to target consumers online without infringing on their privacy.
One such company is Havas Media, which earlier this month announced a relaunch of its Converged platform that can act as an AI-powered solution for transparent, cross-platform media planning.
Host Jack Benjamin sat down with Havas Media Group’s chief data and product officer, Laura Kell, to talk about Converged, life after cookies, data privacy and what she thinks of the current media agency model.
"When you look at what the cookie actually delivers, it delivers short-term media metrics to track performance against and it delivers quite short-term targeting options," Kell explained. "I don't believe these are the ways brands actually grow their business.
"You need to properly understand people, not just look at what [they're] doing online and the websites they go to."
Highlights
2:03: What advertisers need to know about where we are in the process of cookie deprecation
5:58: Do cookies deliver effective media results?
7:33: Havas' relaunch of Converged as a post-cookie product
15:35: The value of first-party data in a cookieless future
23:50: How should media agencies adapt to better fit their clients' needs?
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