What are the most significant challenges facing publishers and broadcasters as we approach a post-cookie future?
“I don’t see it as a challenge, I see it as an opportunity,” says Nick Pinks, the CEO of addressable advertising company Covatic. “Cookies have led us down a path of capturing personal data — never a great thing — and getting addicted to that drug. It’s meant that as it’s gotten harder to collect a cookie, they’ve had to do more and more complicated and expensive tech implementations. It’s gotten really messy and it’s not transparent.”
Pinks sat down with reporter Jack Benjamin earlier this year at the Dmexco conference in Cologne. The pair discussed how to target digital audiences with a privacy-first mindset as the ad industry continues to move away from cookies.
“It’s an opportunity for the industry to step back and go, ‘What I’m really trying to do is get the right advert in front of an audience group who are likely to want to buy my product,” continued Pinks. “‘Can I do that better?'”
Watch the full interview below: