By Daniel Young, Yield, Inventory & Programmatic Director, DMS
Death of the 3rd party cookie, the’ cookie-pocalypse’, the end for programmatic. These are all murmurs that you have likely heard over the past year or so after Chrome announced that it would soon follow in the footsteps of both Mozilla and Safari and block the use of third-party tracking cookies. A recent panel discussion that tackled the impacts this cleanse of tracking pixels may have on digital campaigns, performance, technology, and creativity, provided me with the perfect catalyst to stop and think (something we often forget to do). It was soon apparent that this was a contentious topic, one that many are concerned about at one level or another.
We have experienced a seismic shift in our day to day lives over the past 12 months. We’ve witnessed the proliferation of the virtual workplace, interactivity at a distance plus a host of other contactless and smart technologies. We are facing various struggles with the adoption to this new normal, brands and individuals alike are somewhat uncertain, cautious, and calculated. Understandably. We are however presented with new opportunities like virtual and augmented reality, advancements in audio adoption as well as increasingly impactful storytelling functionality and shareability.
Below is just a handful of thoughts how things may unfold for the digital media industry in the not-too-distant future
No matter what we encounter, it is certainly not going to be all doom and gloom, nor will it remove our ability to deliver effective and engaging digital advertising. It may even be the ‘shot in the arm’ that the industry needs.
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