Next in Media podcast

Why Marketers Are Still 'hedging their bets' on a Google Breakup, and the End of Cookies

22/12/2024
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Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.

Takeaways:

Consumer Choice and Privacy

  • The industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.
  • Marketers must adapt strategies to align with a more privacy-conscious ecosystem.

Post-Cookie Strategies

  • The decline of third-party cookies necessitates investing in first-party data management.
  • Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.

Adapting to Regulatory Changes

  • Regardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.
  • Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.

Retail Media Growth

  • Retail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.
  • Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.

AI in Media Planning and Execution

  • AI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.
  • Strategic decisions still rely on human input, but AI supports scalability and efficiency.

Guest: Joe Doran

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

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