PRWeek
Sep 24, 2021
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Ad tech and martech companies are using humorous brand creative to talk about a future beyond third-party cookies.
Ad tech companies are trying their best not to get caught with their hand in the cookie jar.
In the wake of tracking restrictions on Apple’s iOS 15 and the death of Google’s third-party cookies in Chrome come 2023, ad tech companies that have relied on cookies for years are confronting not just a business problem, but a branding issue.
So they’re distancing themselves from the taboo technology with cheeky brand campaigns.
“Everybody in advertising is going to be affected by privacy and identity changes. It doesn't matter if you're a publisher, an exchange like us, an ad agency, a brand or a data company,” he said. “It's important to us to make sure that our customers are educated and informed because everything that's happening is going to affect them one way or the other.”