Cookies have long been the cornerstone of audience targeting in the digital advertising space. But time is running out for this privacy-invading technique as Google Chrome will finally phase out third-party cookies after this year, joining the likes of other major browser makers like Safari and Firefox. The future of the Internet seeks to uphold privacy protection without impacting the efficacy of paid advertising. These impending changes will shake up the entire industry and are already creating radical shifts to ad tracking methods.
The webinar discussed the new approaches in this space, especially for how innovations in programmatic creatives and media will continue to drive performance in the new environment. It also shed light on how brands in the Southeast Asia region are already preparing for a privacy-first internet.