New Product Helps Advertisers Understand Audiences Without Cookies, Firm Says

SaaS platform ProfitWheel has launched what it calls its flagship product: A tool that helps marketers operate without cookies. 

The new product,, enables large enterprise advertisers to discern their audience based on insights from their first-party data.  

With cookies reportedly expiring in 2024, first-party data is ever more necessary for determining the content and offers that will best serve consumers, the company argues. 

“Consumers’ behaviors, content habits and expectations are constantly evolving as they embrace new technologies and ways of engaging with brands,” says Gautam Mehra, co-founder and CEO of ProfitWheel.  

Mehra adds: “Systemic changes in the marketing ecosystem prompted by privacy guidelines have also resulted in very little intelligence being made available for brands to understand their audiences.”  

The new offering integrates real-time consumer behavioral signals and acting as a layer of intelligence over the largest audience-based platforms: Amazon, Meta, Google, YouTube, TikTok, Twitter and Snapchat — with a brand's first-party data pool. 

The product provides deep audience insights while maintaining strict adherence to global privacy laws, the company claims. 

Lenskart, an international prescription eyewear chain, has piloted

“In the initial pilot phase, we saw huge potential with their cutting-edge suite of products to understand our consumers better and shape up our approach to look at data overcoming systemic challenges in the ecosystem,” says Bharadwaj ABR, Assistant Vice President 

He continues,  “Intelligence from the platform has shown us promising value to over-indexing our ROIs by achieving far higher customer Life Time Value at an effective Customer Acquisition.”



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