Navigating a Cookieless World: Alternatives and Solutions for Digital Marketing
Key Topics Covered:
The digital marketing landscape is constantly evolving, and the gradual disappearance of third-party cookies poses a major challenge for advertisers, publishers, and marketers. This webinar, organized by Gamned, explores the alternatives and solutions available to industry players to adapt to this change while maintaining optimal performance.
- Definition and Uses of Cookies: A reminder of the role cookies play in web navigation, advertising targeting, and audience measurement.
- Impact of the End of Third-Party Cookies: Discussion on the implications of cookie deprecation for the advertising ecosystem, particularly regarding targeting, measurement, and privacy compliance.
- Alternatives for a Cookieless World: Exploration of emerging solutions, including:
- Google Privacy Sandbox: Overview of Google’s initiative and its components (Topics, Fledge, FLoC)
- Unique Identifiers: Analysis of identification solutions (probabilistic, deterministic, first-party)
- Contextual Targeting: Review of targeting techniques based on content context (keywords, semantics, image analysis)
- Hybrid Solutions: Introduction to technologies like Data Clean Rooms and Server-Side implementations
- Concrete Use Cases: Examples of how these alternatives can address advertisers’ specific needs.
- Q&A Session: Interactive exchange with experts to dive deeper into topics and answer participants’ questions.
📺 Watch the webinar:
Participants:
- Fench Rase: Data & Tech Consultant, Gamned
- Gaëlle de Mes Sons: Product Manager, First-id
- Yacine Frachia: Consulting Director, Gamned