Captify POV: On The One Big Thing That UK Brands Should Do When Preparing For A Cookieless Future
By Steve Pereira, President of UK at Captify
Traditionally, it has been the role of agencies to find partners and solutions that drive greater relevance and in turn, better efficiency for media plans. But that dynamic has changed—savvy, forward-thinking marketers who have adopted a fully digital strategy are now partnering closely with their agencies to build these strategies. With so much change it’s important that marketers adopt this approach, with one critical consideration—evaluating partners to ensure they can deliver intent in a privacy-centric way.
The deprecation of the third-party cookie will inevitably create massive industry change, but more importantly create better relationships between consumers and brands. My advice to brands is to test now and work closely with reliable forward-thinking partners that don’t require you to sacrifice privacy for performance, or the other way around, and prove their products deliver the results you need.
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