Captify POV: On The One Big Thing That Australian Brands Should Do When Preparing For A Cookieless Future
By Krish Raja, General Manager of Australia at Captify
The Aussie economy is back on its feet, consumer confidence is up and brands down under have a great opportunity to get ahead by investing in their cookieless strategies now. It’s a win-win; they’ll beat competitors to higher-quality audiences, and in the process reset their relationship with customers by showing them that they take their privacy seriously.
As with all changes, independent ad tech will rise to it—and instead of going back to what we had before, we’re building new solutions that take the best of what’s existing and combine that with what we need moving forward. First-party intent data will take center stage, allowing brands to go beyond standard contextual strategies to strike the perfect balance between privacy and performance.
For now, understanding what your performance impacts are going to be is critical. So my advice—compare cookies to cookieless, while you’ve still got the chance to give yourself an idea of what you’ll need for successful strategies once the cookie goes.
Want to learn more about how brands and agencies can navigate a cookieless future? Download Captify’s ‘How To Ban the C-Word’ Self-Help Book