It’s the end of an era: Farewell, you tasty cookies. Dive into the latest episode of Datalicious with us! This time, we discuss the fascinating future of advertising in the post-cookie era with Stephan Jaeckel, CEO of emetriq GmbH (100% subsidiary of Telekom). You will learn how the handling of first-party data is changing and what impact the end of cookies will have on the industry. Stephan brings his extensive experience and perspectives to shed light on the challenges and opportunities in the world of data-driven advertising. Together, let's find out how privacy and ethics are shaping the marketing landscape. Don't miss this exciting episode full of insights and engaging discussions.
Takeaways
- emetriq is a third-party data provider and programmatic agency for Deutsche Telekom.
- Data protection and ethics play a key role in their business model.
- Legal compliance and ethical conditions are of great importance to emetriq.
- Google's "privacy sandbox" approach has an impact on the market and raises questions about market power and competition. First-party data is becoming increasingly important and is being activated in the ecosystem.
- Various solutions are available, such as Seller-Defined Audiences, Publisher-Provided Signals and Google Topics.
- Deutsche Telekom anonymizes its first-party data and uses machine learning to find patterns in user behavior. These patterns can be used for precise targeting.
- The role of Apple and the possible development of an Apple advertising platform are discussed.
- Ethically and morally appropriate data activation is of great importance. The use of first-party data and data cleanrooms enables personalized advertising and better advertising impact.
- The open internet is important for broad plurality and independent news.
- The advertising industry must take responsibility in order to maintain the market and deliver good quality. The next few years will be challenging, but the industry is highly resilient and can adapt quickly.