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Melinda Han Williams shares her insights on how to address your clients’ concerns about audience targeting beyond cookies. You will learn about the current state of cookies, AI targeting strategies that work today with or without cookies, and how to best use AI to reach the people who matter most, regardless of cookies.
At its Google I/O event on May 7th, Google announced that it would take steps over the coming months to improve consumers’ control of cookies in its Chrome browser, and to block fingerprinting technologies. Details around the nature and timing of their plans have not yet been released. Our preliminary understanding is that cookie controls will not be turned on by default, limiting the impact of this change on our audiences.
At Dstillery, we have always held ourselves to the highest standards of transparency and privacy, and we support giving consumers more control over their online experience. That is why from the outset we engineered our audience building platform to use diverse sources of anonymized consumer events, and to not be reliant on any one type of signal.
As the industry evolves, we are confident that this diversity of data will enable us to continue to provide highly performing custom audience solutions for agencies and brands. As more specifics on Google’s plans emerge, we will provide updated views on any potential impact to our offerings.