May 28, 2021
Brand marketers have been reading white papers, articles, press releases, and posts from vendors and platform partners for nearly a year about how the world will look without cookies and mobile IDs. Each story promises continuity and a solution for the cookieless world, if not panacea.
But as you read this content and scrutinize it further, you find it lacking. Important details are missing.
How these solutions compare to today with respect to scale, reach, accuracy and performance is not yet contemplated. It’s not that vendors aren’t aware of the omission — the fact is they just aren’t sure until they see how the new world plays out in reality. In most cases they already know the most glaring holes in their proposed solutions. Understandably they don’t highlight these gaps in their messaging, but clearly, there is not enough meat on the bone to satisfy anxious marketers.
Sometimes it can be more telling to focus of what’s not being said. As you read through solutions to the future state of ad tech void of cookies and MAIDs, these are a few topics that are noticeably absent in the conversation that marketers need to contemplate now.
One thing that’s rarely contemplated when talks turn to a cookieless world is how different solutions will address different marketing use cases.
Anchors for marketers
While no one can yet answer the tough questions around scale, accuracy, performance and persistence of this emerging world of new IDs, marketers still have questions and anxiety.
So how can Marketers address a future that may disrupt their organization? Our whitepaper “Cookieless Future: Anchors for Marketers” addresses many of the key issues that have been left out of the discussion.
- Connected TV
Adstra’s cornerstone platform
With change on the horizon, you want a partner that is thinking long-term, a partner that will give you full control and transparency with a solution that is nimble for an unpredictable, continually evolving future state. The stakes are high, and we encourage marketers to think long term.
Connect with Adstra
Access the full white paper at https://adstradata.com/platforms/