Planning for life after cookies

Rolf Theunissen

Client Partner

Essence

Rolf.Theunissen@essenceglobal.com

The focus in 2020 will be on how advertisers and agencies must prepare for the upcoming e-privacy regulation and life after cookies. The current deterministic system of cookies cannot survive under the new regulation, and the result will be less personalized advertising. The industry will face the challenge of designing communication with much less consumer information available.

A model based on probabilities, built up through login data and user behavior, could be a way of compensating for the information loss due to the elimination of cookies. In this context, machine learning will play a crucial role in data processing and analysis, and will increasingly be on media industry’s agenda.