Toggle menu INDUSTRY POV Esra Bacher, Managing Partner and Programmatic Investment Lead at GroupM shares her thoughts on the one big thing that brands should be doing to prepare for a cookieless world: “While the deprecation of cookies will have a significant impact on our existing practices as an agency, there are already multiple initiatives and solutions that offer privacy-compliant identity solutions to help advertisers connect audiences without relying on cookies. We believe brands will seek to build a strong data foundation to form a unified view of the customer and incrementally embrace sophisticated data science, artificial intelligence, and machine learning methodologies to segment and target consumers in new ways, while using data clean rooms to reach their audiences with a more conservative use of their consumer data. Campaigns are expected to be people-based and mostly addressable which should allow advertisers and publishers to uncover undervalued inventory and see an improvement in their overall performance.” Want to learn more about what’s keeping leading digital marketers awake at night when it comes to cookieless alternatives? Download Captify’s ‘How To Ban the C-Word’ Self-Help Book Back to the top of page Read more Read more Read more Get in touch Technologies Data Cloud For Advertisers For Publishers Cookieless Hub Trends About Captify Latest Careers and Culture Contact Terms of Use Privacy Notice Cookie Notice Data Subject Rights Request Brand Safety and Ad Placement Policy marketing@captify.co.uk sales@captify.co.uk partnerships@captify.co.uk privacy@captify.co.uk By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and assist in our marketing efforts. For more information, please see ourCookie Notice. Cookie Settings Reject All Cookies Accept All Cookies

Toggle menu Search Intelligence. Our secret sauce, is your secret weapon Search-Powered Contextual Explore Data Cloud Request Creative Gallery PSI in action View insights e-book For big brands with big ambitions and DTC brands with growth ambitions “By delivering a holistic understanding of search journeys, revealing intuitive and non-intuitive connections and unlocking lifestyle triggers that suggested an affinity for the product – Captify helped us in bringing the Sleepbuds to the audiences that NEED our product.” - Jorma Kremser | Global Consumer Marketing, Demand Activation, Bose 1 2 3 4 Read case study Read case study Read case study Learn more See today’s trends Get in touch Technologies Data Cloud For Advertisers For Publishers Cookieless Hub Trends About Captify Latest Careers and Culture Contact Terms of Use Privacy Notice Cookie Notice Data Subject Rights Request Brand Safety and Ad Placement Policy marketing@captify.co.uk sales@captify.co.uk partnerships@captify.co.uk privacy@captify.co.uk By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and assist in our marketing efforts. For more information, please see ourCookie Notice. Cookie Settings Reject All Cookies Accept All Cookies