The upcoming Google chrome changes have been a buzzing topic in the programmatic advertising industry for almost over two years now, pushing brands and vendors to build alternative solutions to audience behavior tracking and targeting. Many businesses have been successful in finding ways to target without using cookies. Samantha Weiss, VP of Data Strategy and Programmatic, recently sat down with Venture Beat to talk about how our client, Stop & Stop, has been using Artificial Intelligence to target audiences.
“AMP began testing cookie-less solutions in the back half of 2021 to prepare for the eventual deprecation of third-party cookies. We believed it was critical to test new targeting while we had long standing targeting and measurement capabilities to benchmark against. We knew it would be incredibly important to hit the ground running, rather than begin testing once third party-cookies were no longer available. Google’s recent announcement delaying the removal of third party-cookies to the back half of 2024 anchors our position on preparing for the cookie less world. We are excited for the additional time as capabilities & betas continue to be introduced and opened. We will use the extension to focus not on what we are losing with the deprecation of cookies, but rather how we create optimized and efficient media plans with the targeting that is available.
One partner we have seen great success with is Dstillery. We partnered with Dstillery in Q4 of 2021 to test their ID free Custom AI Solution. We saw strong results in our e-commerce campaigns, outperforming cookie-based audiences by 72%. With Google’s first extension, we have iterated on the models and data utilized for the ID Free segments. With the added time, we are excited to continue to optimize the segments and move these audiences from testing budgets to always on targeting capabilities.”
- Samantha Weiss (VP, Data Strategy & Programmatic)
Read the full Venture Beat article here.