Cognitiv's Eric Danetz and Mars' Nicole Vinson on Marketing After Third-Party Cookies
· 6h ago · Originally reported by Adweek
Adweek spoke with Eric Danetz (Cognitiv) and Nicole Vinson (Mars) about how AI helps marketers navigate a post-cookie landscape. The discussion covered using AI to surface consumer insights and to improve efficiency across media buying and creative development.
Why it matters
As third-party cookies fade, advertisers need new tools to reach and understand audiences. AI-driven approaches are emerging as a key alternative for targeting and insights.
Explain it like I’m new here
Like a baker who can no longer read the old recipe cards, marketers are using smart computer programs as a new cookbook to figure out what customers want.
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Third-party cookie
A third-party cookie is a small file set in your browser by a domain other than the site you are visiting, typically ad tech, letting it recognise your browser across sites.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Go deeper
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