Commentary

A World Of Trouble

What' the future of programmatic advertising if cookies disappear? That's a question posed this morning at OMMA Premium to a panel of industry insiders by Steve Minichini, Chief Innovation & Growth Officer at TargetCast. Panelists had no clear answer, but suggested that the status quo won't be able to continue without cookies.

“I think it will actually push the space to evolve quite a bit,” said Jenna Gino, Programmatic Media Director at Havas. She added that IP targeting might become more prominent, as could contextual targeting.

Matthew Waghorn, Communication Planning Director at Huge added that he hopes cookies “don't go anywhere.”

“We would be in a world of trouble if they did," he added.

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