As cookies surge ever-closer to their imminent death, many advertisers are clinging to ID-based targeting solutions out of fear that sacrificing user-level insights will spell their certain demise. But they’re wrong, argues Ogury’s Geoffroy Martin. What’s needed, he suggests, is a shift away from ‘personalization’ and toward ‘personification.’
Yes, cookies are going away. What’s interesting is the range of reactions to this ground truth. Taking shape are a few distinct camps that reflect how differently industry players are coming to terms with this fundamental change — or refusing to do so.
Many members of the advertising and media ecosystem Read full story ›
Source: The Drum
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