Understanding customer identity without third-party cookies
Angelina Eng from the IAB and Ken Zachmann, CEO, Diverge Digital Media, discuss issues around customer identity without third-party cookies
Mike Pastore on May 7, 2024 at 9:15 am | Reading time: 1 minute
Google’s deprecation of third-party cookies is disrupting digital marketing. Many businesses are increasing their focus on first-party data and tools to help them better identify and reach their audience members.
Among the tactics available to help marketers navigate a cookie-less world:
- Technology solutions like Google Privacy Sandbox, customer data platforms (CDPs) and data clean rooms.
- Many marketing channels, including retail media networks, walled gardens and social media platforms.
- Various ID and tags to help identify audiences across platforms.
Join Angelina Eng, VP of Measurement, Addressability and Data Center, IAB, and Ken Zachmann, CEO, Diverge Digital Media for a discussion of customer identity without third-party cookies, recorded live at the Spring 2024 MarTech Conference.
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About the author
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Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.