HBR IdeaCast
Tech at Work: How the End of Cookies Will Transform Digital Marketing
May 16, 2024
Garrett Johnson, an associate professor at Boston University specializing in digital advertising, joins Jamie Seltzer, global executive VP at Havas Media Network, to discuss the impact of phasing out third-party cookies by 2025. They dive into emerging technologies designed to replace cookies and the balance between privacy and personalized marketing. The conversation touches on how digital marketers must adapt to maintain consumer engagement and revenue in a rapidly changing landscape, emphasizing the importance of new analytics and consumer relationships.
35:27
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Quick takeaways
- Phasing out third-party cookies will revolutionize digital advertising strategies and prioritize user privacy.
- Privacy Sandbox tools offer innovative solutions for targeted advertising while ensuring user data protection and compliance with evolving privacy regulations.
Deep dives
Transition Away from Third-Party Cookies
Google's plan to phase out third-party cookies in the near future has prompted discussions on privacy and advertising strategies. This move aims to limit tracking across websites, impacting how personalized ads are targeted. While digital marketers express concerns about the shift, consumers may not notice significant changes in ad relevancy within individual websites. Emphasizing increased privacy awareness, the industry anticipates a transformation in advertising techniques.
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