Singapore – Lotame has announced the promotion of Zuzana Urbanova to vice president of agency solutions for Asia-Pacific. In her new role, Urbanova will lead the company’s agency partnerships across the region, with a focus on accelerating growth through innovative data collaboration platform technology, trusted audiences, and strategic media curation.

Urbanova will also spearhead Lotame’s go-to-market strategy across major holding companies and independent agencies in APAC, leveraging Lotame’s interoperable tech and audiences to help clients maximise the value of their assets and deliver strategies informed by up-to-date and wide-reaching insights. 

She will also build off the strength of Lotame’s technology partnerships, including Teads, Criteo, and The Trade Desk.

Her promotion follows a successful five-year tenure as Lotame’s head of data solutions ssales for Agencies and Platforms, where she consistently drove double-digit year-on-year data revenue growth and secured vital partnerships with industry leaders like Publicis, Omnicom, and Dentsu.

Speaking on her new role, she said, “I’m thrilled to take on this challenge and continue the incredible momentum we’ve achieved at Lotame. Establishing and reinforcing enduring client relationships is my passion, and I look forward to strengthening our agency partnerships by helping them make the most of innovative solutions like Lotame’s Spherical platform and audiences, including the new Curation offering. I can’t wait to see APAC agencies maximise the value of data, whether it’s their own, their partners’, or the wider ecosystem’s.”

Meanwhile, Nishanth Raju, managing director for APAC at Lotame, commented, “Zuzana’s promotion arrives at a pivotal moment as we reinforce our support for agencies navigating a data ecosystem that grows more complex by the year. Her inimitable track record in guiding agencies through the daunting process of becoming truly Data Empowered makes her the ideal leader to spearhead our APAC partnerships.”

He added, “With more clients recognising the necessity of tech and earned data expertise, Zuzana’s deep industry experience and strong market knowledge will be key in accelerating growth and finding new homes for our most in-demand, forward-thinking data solutions.”

After multiple delays and continued discussion about third-party deprecation, Google has announced that it is shelving its plans to phase out third-party cookies. However, it is also worth noting that Google is introducing another solution for Google Chrome, focusing more on a new experience in Chrome that lets people make an informed choice that applies across their web browsing.

“Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. And we expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Anthony Chavez, VP at Privacy Sandbox at Google said.

He further added, “As this moves forward, it remains important for developers to have privacy-preserving alternatives. We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”

With that in mind, the question is: how prepared the industry is in terms of leaning towards more privacy-centric advertising solutions? Are we really prepared to let go of third-party cookies despite Google still having it? To answer these questions, MARKETECH APAC sought insights from various industry leaders to learn more about their insights from this update, and why should the industry continue to strive away from third-party cookies.

Stephen Rhodes, Head of Emerging Markets, APAC at Quantcast

In the context of the Philippines as an advertising market, it’s important to recognise that Google’s announcement does not change the fact that a significant portion of the online landscape is already “cookieless.” Marketers must not overlook this substantial and evolving audience, as it represents a crucial opportunity in today’s digital ecosystem.

Third-party cookies were never intended for advertising purposes anyway, and they are certainly not a reliable means of measurement in a world where consumer preferences can change rapidly across channels in real-time. 

Businesses that no longer see the removal of third-party cookies as an issue are the ones who are actually ahead of the situation. Marketers who continue to rely on third-party cookies will effectively only be able to target 50% of their addressable audience as the rest are already browsing in “cookieless” environments such as Safari.

Genelle Hung, Country Manager (SEA) at PubMatic

At PubMatic, we are dedicated to enhancing user privacy while ensuring the vitality of the digital advertising ecosystem. Publishers must continue adopting diverse signals beyond third-party cookies. Google’s decisions and timelines should not hinder our industry’s progress toward a superior supply chain for digital advertising across the open internet. We have seen that alternative signals can provide better outcomes for advertisers and consumers alike and help provide a more sustainable addressability strategy.

We value the collaborative efforts across the industry, including Google’s responsiveness to feedback, and are eager to help shape a more effective, privacy-focused digital advertising landscape. We understand that APIs must evolve in light of Google’s announcement, and we will continue partnering with our peers to inform the specifics and timing. Throughout this transition, PubMatic’s goal remains supporting publishers in maximising revenue while respecting user privacy.

Niall Hogan, General Manager for JAPAC at GumGum

The industry shouldn’t interpret Google’s delay as a reason to abandon privacy-centric advertising. Consumer expectations are clear: they want control over their data and transparency in its usage. This situation presents a golden opportunity for contextual advertising, which should be the primary focus. 

Unlike third-party cookies, contextual advertising employs a privacy-first approach by analysing the content of a webpage rather than user behaviour to deliver relevant ads. This method respects user privacy and aligns with their preference for a non-intrusive experience. As consumer awareness of data privacy continues to grow, it is crucial for brands to enhance transparency and build user trust by clearly communicating their data practices and providing users with control over their data.

[Moreover] Google’s new solution remains a question mark. Their focus on “user experience” and “informed choice” sounds promising, but it’s unclear how it will balance privacy with ad effectiveness. The industry should approach these solutions with caution, as any approach that does not prioritise user privacy could face backlash from increasingly privacy-conscious consumers. 

Kat Warboys, Senior Marketing Director of APAC, HubSpot

The latest news on third-party cookies is ultimately a win-win for advertisers and consumers. But the multi-year journey on cookie deprecation has been tough on marketers who have been trying to prepare. After all of this, one thing is clear: relying on third parties is no longer enough. Businesses need to take control of their first-party data to get a complete understanding of their customer, especially given the level of personalisation expected by today’s consumers.

Chris Hogg, Chief Revenue Officer, Lotame

Google may no longer be ending third-party cookies by its own hand, but the slow march of progress will still see them rendered obsolete sooner or later. Users and regulators are increasingly privacy-focused and, given cookies will be “opt-in” across the board, there will still be a need for other signals to fill the gaps — especially across channels where cookies are long gone or were never present to begin with.

The fate of third-party cookies will be as a small part of an ever-expanding array of data points, becoming less relevant over time as more privacy-first, platform-agnostic solutions evolve. No one that wishes to remain competitive should think they can take their foot off the pedal of first-party data collection and strategic data collaboration.

Xiaofeng Wang, Analyst at Forrester

It’s no surprise that Google eventually scrapped its cookie deprecation plans after three delays in four years. Most marketers in APAC have seen this coming. According to Forrester’s Marketing Survey 2024, 53% of B2C marketing decision-makers in APAC do not believe that Google will deprecate the third-party cookie, increased from 49% in 2023. This would further dampen advertisers’ urgency to adopt Privacy Sandbox, Google’s initiative to replace third-party cookies with privacy-preserving technologies.

Marketers who strive to use personalisation to improve customer experiences must also adopt a privacy-first approach to earn consumer trust and ultimately win a competitive advantage. Marketers should be transparent and granular about data collection and usage and learn to communicate to consumers that the value is not just in free content or free samples but better personalisation, more customised services, and products that ultimately yield better customer experiences.

Giovanni Gardelli, Vice President of Ads Data Products at Yahoo

We remain committed to supporting efforts that align with our focus on transparency and providing user choice, which includes continuing to invest in our own proprietary Yahoo Identity Solutions. Additionally, we will continue partnering with industry leaders to integrate and develop privacy-friendly solutions enabled by emerging web browser technologies that balance advertiser and publisher goals, while respecting user privacy.

Harshana Ariyaratne, Chief Marketing Officer at Affinidi

At Affinidi, we prioritise consumer rights to data control and privacy. We were encouraged by Google’s initial plan to deprecate third-party cookies, recognising it as a significant step towards honouring consumer data rights and rebuilding trust between consumers and businesses. 

While the decision to abandon third-party cookie deprecation may appear to be a setback for user privacy, Google’s commitment to developing solutions that enhance user experience and informed choice is promising. This approach presents an opportunity for businesses to adopt privacy-by-design, user-centric solutions, even in the presence of third-party cookies. 

Google’s efforts to create a privacy-conscious and user-centric framework have the potential to rebuild trust and meet evolving privacy expectations. However, the success of these initiatives will hinge on their ability to address the needs of all stakeholders and provide genuine privacy improvements. 

Our privacy-by-design suite of solutions within the Affinidi Trust Network, and the Affinidi Iota Framework (the world’s first consent-based data-sharing framework built on open standards) adheres to latest privacy regulations while giving consumers true data sovereignty. By prioritising consent-first principles in digital transactions, we ensure that the data collected is accurate and relevant, enabling brands to create personalised solutions that enhance user experience and satisfaction based on trust and transparency.

Focusing on users’ needs and rights [also] fosters a trustworthy and enjoyable online environment. By embracing this direction, we protect privacy while fostering innovation, creating a digital world that is transparent, responsive, and built on trust. 

Timmy Bankole, Director, Advertising Business Operations at South China Morning Post

At SCMP, we are continuing to invest in advertising strategies that put users first, including first-party data, zero-party data, and contextual approaches. We’ve been moving towards an ecosystem that respects user privacy and builds real trust with our audiences. 

As an industry, we’ve actually been given more time to get ahead of this and work towards a more user-centric, data-driven ecosystem. Whether that is identity IDs, Topics API, or contextual strategies, the smart play is to reduce dependency on third-party cookies It’s not a revolutionary concept, but it is an important one for us to start addressing head-on. The sooner we can adapt and move in this direction, the better off we’ll all be in the long run.

Benjamin Combe, Senior Director, Data Optimization and Personalization, APAC at Monks

Google’s data shows that 80% of APAC consumers feel that transparency on their data is a must-have, so the move toward giving users greater control over their preferences in Chrome is broadly in line with consumers’ growing expectations for data/privacy controls. It remains to be seen how far these features go. Still, if anything like Apple’s rollout of ATT, it appears likely that these new Chrome controls will essentially see a ‘user-driven’ deprecation of 3rd Party Cookies via opt-outs rather than a Google-enforced one as a tech vendor. Whether it’s best to give users a choice vs deprecating them entirely is a different debate. But, if executed properly, the move toward transparency and controls for end users does align with how consumer sentiments and regulations have evolved over the years.

Tyler Stewart, Media Solutions Architect Lead, APAC at Monks

Google’s change of step on 3PCD doesn’t change the imperative for privacy-centric advertising strategies—between regulatory changes and 3PCD across other browsers and devices, the need for privacy-preserving alternatives is still as pressing as ever.

At the end of the day, consumers globally have significant concerns about their data privacy and want the businesses they transact with to address these and treat the information they share with respect – rather than as a commodity. It was never really Google’s place to be the arbiter of the private web (in many ways, it never wanted to be) and its decision here will hopefully better enable the industry at large to act more openly and collaboratively to develop solutions that meet both the needs of the industry and the rights and expectations of consumers.

Brands that have already started exploring initiatives like the judicious use of first-party data, consent management, modeled measurement solutions, and conversion recovery mechanisms will continue to see benefits from these investments and should continue down this road. Those who haven’t shouldn’t see this announcement as an excuse to “kick the can down the road” like the many 3PCD postponements that have come before. To avoid being left behind – both in terms of advertising capability and trust with their customers – they, too, need to take the path towards privacy.


Despite the shelving of third-party cookie deprecation, industry leaders continue to advocate for the exploration of alternative measures. This encouragement underscores the necessity of evolving towards a privacy-by-design advertising ecosystem. Such a shift is crucial not only for maintaining consumer trust but also for fostering a more sustainable and ethical digital landscape. By prioritising privacy in the foundational design of advertising practices, we can ensure that the future of digital marketing aligns with the growing demands for user data protection and transparency.

Singapore – The phase-out of third-party cookies by Google is hitting yet another roadblock, as the tech giant announced that the move will most likely be delayed until early 2025. This is the latest cookie deprecation delay from Google, with the phase-out initially intended to roll out back in 2022.

In a blog post in Google’s The Privacy Sandbox page, it stated that they recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers and that they will continue to engage closely with the entire ecosystem.

“It’s also critical that the Competition and Markets Authority (CMA) has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4,” Google stated.

The first delay on the Google third-party cookie phase-outs happened by late 2023, then again to late 2024, and now to early 2025.

In light of yet another year of delay of third-party cookie phaseout, MARKETECH APAC reached out to multiple industry leaders in the region to learn more about what does this delay means for the future of a privacy-centric advertising strategy for marketers moving forward, and how brands should continue in their efforts to utilise first-party or zero-party data strategies for their marketing initiatives moving forward.

Genelle Hung, Country Manager for SEA at PubMatic

Adapting advertising technology for a more privacy-centric future is paramount and is an effort worth taking the time to get right. Google’s new timeline does not change our commitment to creating a vibrant ecosystem around Privacy Sandbox as well as other addressability innovation areas like alternative IDs, contextual signals and commerce media. At PubMatic, we are not taking our foot off the gas. We are continuing to test and innovate around Privacy Sandbox initiatives so we can best prepare our publishers and media buyers for an inevitable cookieless future.

Nishanth Raju, Managing Director for Asia at Lotame

Deja vu, Google. It’s really no great surprise that Google has pushed back the third-party cookie deadline again. It’s in an impossible polyamorous relationship where none of its partners (legislators, regulators, industry execs) are satisfied by its commitment. The message for brands and agencies is crystal clear. Do not slow down on divesting your advertising from cookies, as they will be retired at some point. It’s a matter of who controls your fate. Give into waiting on Google, and you’re unfortunately wasting precious time building a solid portfolio of options, whether it’s identity frameworks or data collaboration. 

Dan Richardson, Director of Data & Insights for AUSEA at Yahoo

Google’s new timeline helps the industry continue to test and adapt. Beyond even cookies, non-addressable inventory will only increase and the industry should act now to prepare for these changes. Either way, Yahoo is ready to support advertisers today, with solutions for addressable and non-addressable environments, as well as testing in the Privacy Sandbox.

Gary Cheung, General Manager at NP Digital Hong Kong & Taiwan

From our point of view, the delay comes to no surprise, but the deprecation of cookies will happen eventually, and marketers and advertisers need to prepare for it. This further delay will allow marketers additional time to prepare for the loss of third-party cookies and how we should adopt a first-party-driven data strategy to drive accurate and impactful marketing. 

It is crucial for marketeers and brands to focus towards in maximising the acquisition of 1st-party data. This includes different types of data such as CRM, loyalty data, as well as online behavioural data gathered from digital assets like websites, apps, and media data such as clicks and views.

Bharat Khatri, Chief Digital Officer, Omnicom Media Group Asia Pacific

The cookieless future is not the whole story but one part of where we are headed in a privacy-first world. Effective advertising is powered by a wide variety of signals not just cookies. These traditional signals are bound to deprecate next year or soon due to high privacy concerns.

But there is a bigger issue — our industry is so focused on these declining traditional signals that they are not considering new developments like Google PAIR and The Trade Desk’s Unified ID 2.0. Privacy centricity is the now and the future for our industry. 

Nonetheless, this news does not slow down the comprehensive approach we are taking to help clients stay ahead of the curve. OMG is taking a privacy by design approach with clients and accelerating towards privacy-safe future signals to continue our commitment towards responsible advertising.

Fai-keung Ng, Director of Data Partnerships at The Trade Desk

This is a quintessential illustration of why tethering the future of your business to a highly uncertain solution is not advisable. Advertisers ought to persist in their first-party data building endeavours, while publishers must prioritise expanding their base of authenticated users, regardless of Google’s cookie deprecation decision.


It is worth noting that this third-party deprecation delay by Google doesn’t comes as a surprise for many of the industry leaders in Asia-Pacific, as many are optimistic in the alternative strategies they use for a privacy-centric advertising era ahead. Moreover, utilising first-party and zero-party data using various advertising strategies are becoming more and more commonly applied across the industry, with some saying as well that this delay will not slow down their approach for responsible advertising, as they aim to guide their clients to stay ahead of the curve. From a general perspective, this new delay from Google is another indication for many industry leaders to continue evolving towards a future where understanding of users’ privacy is at the heart of their responsible advertising mantra online.

USA Lotame, a technology business dedicated to improving customer data for digital marketers, has renewed its commitment to promoting data cooperation by introducing Lotame Collaborate. 

Lotame Collaborate, available through Spherical, is an end-to-end data collaboration platform that allows media owners and digital marketers to leverage first-party data within their businesses and with partners. The platform recognizes changing privacy regulations and provides digital marketers with data portability, analysis capabilities, and activation options. 

Data collaboration platforms address growing concerns about security and privacy by providing safe spaces for data exchange. As the need for third-party cookies decreases, media owners and digital marketers are using cooperative tactics to augment the volume and usefulness of their data. 

Additionally, businesses need to use data to understand and meet the expectations of customers who are looking for better online experiences. In order to help brands adapt and thrive in this changing environment, data collaboration platforms like Spherical are useful in this regard. 

Within its platform, Lotame Collaborate makes it easier for many parties to share permissioned data. Lotame Collaborate meets a business’s needs for enhancing, evaluating, and activating first-party data with outside partners, as opposed to data clean rooms. Furthermore, it allows marketers to combine non-authenticated (web visitors) and authenticated (logged-in) data, possibly tenfold increasing the availability of data for analysis and scalable activation. Currently, Lotame users worldwide can access Lotame Collaborate. 

Speaking about the launch, Andy Monfried, CEO at Lotame, said, “Data collaboration is table stakes today. Unfortunately, fragmented data sets, non-interoperable platforms, and constantly evolving privacy standards have stalled the industry’s ability to deliver on true data enablement and collaboration. With our new offering in Spherical, which we believe is the industry’s most intuitive, interoperable, and high-performing data collaboration platform, we are making data collaboration smarter, faster, and easier than ever.” 

Meanwhile, Jo Mackenzie, head of data solutions, Publicis Media APAC, stated, “First-party data sharing opens up more opportunities to generate meaningful insights and to leverage each marketing touch point for real brand-building impact. Evaluating and testing innovative technologies like clean rooms and data collaboration are critical to delivering cutting-edge, data-driven solutions for our clients, so we’re excited to leverage this new offering as an extension of our existing intelligence suite.”

New York – Global technology company Lotame has launched its next-generation data platform Spherical, which is targeted at helping marketers quickly drive the most value from known and unknown first-party data for customer engagement and acquisition.

The platform also aims to empower brands and media owners to drive growth and revenue through actionable customer intelligence, data-informed audiences, and identity-powered activation in cookie-restricted, cookie-enabled, or authenticated environments. 

Spherical will be enabling interoperability and data portability across brand and media owner tech stacks. It also aims to extend first-party data living in data warehouses or customer data platforms (CDPs) into the marketing and advertising technology (madtech) ecosystem. 

Moreover, leading CDPs integrated with Spherical will include BlueConic, Meiro, mParticle, Rudderstack, Salesforce, Simon Data, Tealium and Treasure Data. Lotame plans to expand support to additional CDPs on an ongoing basis.

Andy Monfried, Lotame’s CEO and founder, shared the news in his talk at the IAB’s Annual Leadership Meeting. He said, “There’s no shortage of pain in our industry. Everyone wants first-party data but not everyone has it. Many that have it don’t know how to make the most of it. Preserving addressability and data connectivity are gridlocked by a host of macro and micro issues.”

He also added that Spherical was designed to address these issues instead of focusing on the ‘symptoms.’

Carlos Payares, CSO LATAM at Omnicom Media Group, also commented, “Spherical empowers digitally native brands to onboard customer emails as they authenticate onsite in real time. That eliminates the lag time between first-party data ingestion and activation, and is a tremendous competitive advantage, especially in markets with limited onboarding functionality. We’re excited to test with our clients straightaway.”

Singapore – Global adtech data solutions company Lotame has announced key elevations to its current leadership team in Asia-Pacific. They include Nishanth Raju, former VP for commercial and strategy, promoted to managing director for Southeast Asia; and Fred Marthoz, former SEA managing director, promoted to VP of global partnerships.

In his new role, Nishant will oversee business operations, forge strategic partnerships, growth and overall performance in the region in addition to increasing Panorama ID (the first global cookieless identity solution for a privacy-first open web) adoption across APAC.

He has over 17 years of experience in SaaS sales, client success, technology and data-driven solutions and consulting. Prior to Lotame, he was at Omnicom Media Group for over six years, where he was part of the founding team of Annalect Singapore. Annalect worked in close collaboration with OMD and PHD to offer technology, data and analytics solutions for regional and global clients across APAC.

Meanwhile, Marthoz is relocating to London, where he will be responsible for managing global deals and work in close collaboration with different regions to execute such opportunities. An industry veteran with over 20 years, Marthoz has been a product and sales leader.

Prior to Lotame, he launched Mocean Mobile in EMEA and served as the company’s Managing Director, EMEA. Earlier in his career, Marthoz held global leadership roles working for a number of big brands as well as emerging startups, including Microsoft, Google, and Playphone, among others.

Marthoz said, “Having worked with him closely in this region, his exposure to different roles and industry verticals has given him a unique perspective on our ecosystem and a better grasp of the bigger industry picture. I wish him all the success for his new role and excited to see him continue to accelerate our business in APAC.”

He added, “Our growth across regions has been substantial and as I take on a new role, I’m very excited to continue Lotame’s journey of developing high-impact solutions for marketers and publishers, together with a dynamic and dedicated team.”

Meanwhile, Chris Hogg, chief revenue officer at Lotame, commented, “With such important global initiatives in the pipeline, having both Nish and Fred at the wheel on our global teams is very exciting. Both leaders have delivered tremendous results in their various roles at Lotame and I look forward to their stewardship and contributions in our next phase of growth.”

Singapore – Third-party data use has been growing globally with a 25% increase in global use noted on the use of high-quality third-party data, according to Lotame. This is despite the fact that advertisers are indeed augmenting first-party data with third-party data to provide volume and reach as reflected by The IAB State of Data Report 2021. 

In the Asia-Pacific region, Australia drove the highest growth within the APAC region and ranked in the top three markets for highest growth globally throughout 2021, followed by India.

The data also noted that there have been significant year-on-year growth across some audience segments in APAC, namely Philippines ‘Job Seekers’ (1,788%), Australia ‘Cruise Travellers’ (1,449%), India ‘Online Shopping’ (1,059%), Australia ‘Job Seeker’ (365%), and Hong Kong ‘Business Decision Makers’ (153%).

Meanwhile, APAC markets that have yielded some of the highest year on year growth during the second half of 2021 include Singapore (137%), Japan (99%), Taiwan (16%), India (11.27%), Australia (7.7%), and the Philippines (6%).

Zuzana Urbanova, head of data solutions for APAC at Lotame, said, “First-party data strategies have been put through real stress tests. Our all-encompassing approach equips marketers and publishers with high-quality data to enrich and inform prospecting, data sharing, modelling and analytics. The end benefit is making better use of first-party data to get to know customers more fully and drive new business.”

New York, USA – One year after Apple has applied changes to its privacy structure, specifically its IDFA change, social media companies such as Facebook, Twitter, Snap and YouTube are seen to take a dramatic hit in revenue, with a foreseen aggregate of $16b in losses. Furthermore, Facebook is predicted to have the biggest blow with 81% of said amount to be incurred by the platform, this is according to an analysis by data solutions provider Lotame

The identifier for advertisers by Apple or well-known as IDFA is the only means for advertisers to precisely target and track users within apps on iOS devices. It enables an advertiser to get notified when a user of a phone has taken an action like clicking on their ad in a browser and then installing, using, or interacting with ads in their app. By April of 2021, Apple announced changes to its IDFA, dubbing it as an App Tracking Transparency, where users now have the option of not sharing their personal data with third parties.

At that time, Lotame estimated a $9.85b impact on the four companies, with over 80% of that impact on Facebook, which still holds true after a year of the announced changes. 

Mike Woosley, chief operating officer at Lotame, said, “The effects of these changes on these companies are hard to isolate because all four players are still growing extremely strongly, still taking share from the last bastions of traditional media and gaining share in digital media as privacy regulations make it harder and harder for independent publishers and technologies to execute.” He also commented, “To add to the complexity, the pandemic has introduced volatile and unpredictable gyrations in the pacing of media spend.”

“As we move into the back half of 2022, we will no longer be talking about the impact the IDFA changes had on these players – by then 18 months hence”, added Woosley. “First, we may be moving into a recession. Next, there are other shocks affecting the industry. Third, we’ll be thinking and talking about the next wave of changes and the likely impact on these players (cookies, IP addresses and GAIDs). Finally, the companies themselves will be telling the market that workarounds and adaptations that they have advanced have cauterized the impact on the business,” said Woosley.

New York, USA – Global adtech data solutions company Lotame has announced key promotions in their global leadership team, namely Eliza Nevers as chief product officer, Hunter Terry as commercial lead for connected TV, and Chris Hogg as global head of platform sales.

Speaking about the promotions, Mike Woosley, chief operating officer at Lotame, said, “We have phenomenal talent leading the company and I want to congratulate Eliza, Hunter and Chris for all their tremendous work over the years. As we continue to innovate to create growth and value across the industry, we look forward to their stewardship to help us drive success in our next phase of growth.”

In her new role, Nevers will continue to operate a first-rate product organisation, develop the talents of her team, and drive global product strategy. In addition to setting the product roadmap and business strategy for 2022, Nevers will be taking a more external focus to help cement the partnerships and relationships required in a very intertwined, complex, and evolving ecosystem.

Speaking about Nevers’ background, Woosley said, “Over the past two years, Eliza has played a pivotal role in helping both marketers and publishers weather digital advertising’s challenges via our industry-leading solutions.”

Meanwhile, Terry will be responsible for advancing Lotame’s technologies, capabilities, and progress in the CTV space on all fronts — customers, data, technology, and partnerships. For Woosley, Terry’s deep experience with Lotame’s core CTV technology and his market-facing experience in all their major markets leave him uniquely positioned to drive the expansion of the business and the partnerships needed to accelerate their success in the CTV landscape.

Lastly, Hogg will be working with Lotame’s regional managing directors and sales executives to align the global organisation and to increase leverage in platform, data, and identity solutions.

Speaking about Hogg’s experience and promotion, Woosley said, “[Hogg] is uniquely positioned to succeed in this new role. As an accomplished leader in our growing UK office, Chris has built and sustained the European businesses through numerous challenges, including a competitive landscape, technology changes, privacy regulations (GDPR, etc.), and Brexit.”

Singapore – While a privacy-first internet is the pot of gold at the end of the rainbow, advertisers and companies are not withheld from disclosing the real pains of transitioning and adapting to a cookieless digital space when Google dropped the news of cookie deprecation in 2020. 

Advertisers were, however, granted a breather, when the cookies phase-out, originally eyed by the tech giant in 2022 had been delayed a bit further into 2022.

Shortly after the announcement, data solutions provider Lotame released a poll among 200 Singapore-based senior decision-makers in digital media and marketing to further learn their sentiments on the future of cookieless internet. 

First off, half, or 55%, said they were happy with Google’s decision to delay citing that they needed “more time to prepare.” 

A top concern among digital media professionals is losing revenue amid weakened ad-targeting opportunities, where about 57% of marketers believe in reduced ad-targeting opportunities, with over two-thirds (66%) expecting a 10% to 25% drop in revenues as a result of the loss of third-party cookies. Meanwhile, almost 60% (57%) of publishers anticipate a reduction in the workforce brought by revenue loss. 

In adopting new identity solutions, the primary reason for Singapore-based marketers is to support audience targeting (59%), while among publishers, 64% would foremost adopt identity solutions for data privacy. 

With the optimal number of ID solutions, 36% of Singapore marketers were open to using any number, while 35% of publishers cited two, with 30% saying three.

“A cookieless future is closer on the horizon and whether or not the industry ‘feels prepared,’ the end result is inevitable,” said Luke Dickens, Lotame’s managing director for ANZ.

Dickens adds, “Digital advertising is changing, and identity solutions will be part of that new future. Addressability and connectivity are at greatest threat in the post-cookie world.”

With a stronger call for privacy, Apple, aside from Google, had digital media players also rethinking their ad strategies with an update on its privacy features earlier this year.

Apple’s new iCloud Private Relay has been designed to protect users’ privacy by ensuring that when browsing the web in Safari, no single party, including Apple itself, can see a user’s identity and the sites he or she is visiting.

The same survey found that 53% of Singapore-based respondents are concerned about their ability to monetize the email channel amid Apple’s new privacy feature, while 46% said they are concerned for the impact on email hash identifiers.

Relatedly, email-based identity solutions (69%) were the most popular choice when asked what types of ID solutions marketers and publishers were planning to test in the next six months to one year. Contextual (44%) was in second place, followed by cohorts (33%) and probabilistic (27%).

The current report ‘Beyond the Cookie: Identity Solution Adoption & Testing Among Marketers and Publishers’ is part two of Lotame’s cookie-focused study, where the pilot study was released in February and examined how organizations are beginning to plan for the phase-out of third-party cookies.