Share these talks and lectures with your colleaguesInvite colleagues
Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics
Recent and impending changes to the way that browsers and mobile platforms handle third-party cookies and ad IDs will have a profound impact on the digital advertising ecosystem. This paper examines these changes in the context of the development of the ad-tech and digital media industry, and concludes that while these developments may benefit users by protecting them from intrusive third-party tracking and targeting, they risk further consolidating power with the three dominant companies in the sector, namely Google, Facebook and Amazon, and advertisers and marketers will have to work hard to ensure they do not become over-dependent on these suppliers. At the same time, the changes offer an opportunity to move back to a better equilibrium between advertising and the content that it appears alongside, driving value for both advertisers and consumers.
The full article is available to institutions that have subscribed to the journal
Ian Thomas Is Chief Data Officer for Publicis Spine, where he is responsible for defining global data strategy. Prior to this, he held a number of data and analytics-focused roles at Microsoft, helping the company to understand the behaviour and monetisation of the users of its products and services, and running worldwide marketing operations and analytics for Xbox, Windows, Bing and the Surface line of products. He also co-founded WebAbacus, one of the UK’s first web analytics firms. Ian is a frequent speaker at industry events and serves on the board of the Digital Analytics Association.