Independent companies shift to post-cookie tools: AI, brand-new measurement techniques and retail media
By Antoinette Siu - January 30, 2024 - 4 minutes checked out -
Ivy Liu
With the continuous cookie deprecation underway, independent firms are moving their attention to recognizing brand-new audiences, screening expert system and broadening information tools to get ready for the accompanying measurement modifications, which might look various for independents than they provide for their holding business equivalents.
Compared to holding business, independent firms might utilize a more "diverse method" to cookie deprecation, stated Alexander Potts, senior vp of programmatic and media lead at Tombras.
[Independents will use what] is personalized to ...