Marketers Have Multiple Data Signals to Supplant Cookies: Mindshares Brian DeCicco Beet.TV [Video]

LAS VEGAS – Alphabet Inc.’s Google this year began its long-publicized effort to give people more control of their online privacy by limiting the use of tracking cookies in its popular Chrome browser. Advertising agencies are working to help their clientele adapt to the loss of a key signal of consumer behavior.

“The first thing that marketers need to understand and recognize is that there’s not going to be a single path to precision post-cookie. There’s not a silver bullet,” Brian DeCicco, North America chief data strategy and analytics officer at WPP’s Mindshare, said in this interview at CES 2024.

Cookies are small text files that websites store on browsers to track online activity and preferences. Some people have criticized them for being intrusive or annoying as they can affect data privacy and browsing experiences. In response, technology companies such as Apple, Google and Microsoft have worked to provide more privacy …