Stuart Derrick Writer, Performance Marketing World

The death of cookies is an 'opportunity to reset the industry'

The imminent demise of the cookie is driving an explosion of innovation across the performance marketing industry and could be one of the best things to happen to the sector.

Paul Bland, Head of Biddable Media at Havas Media, says that with the industry facing the loss of third-party cookie data from Google, and Apple’s iOS 14.5 allowing users to opt-out of tracking, necessity is breeding innovation.

“There are lots more audience targeting opportunities that are adapting to the post-cookie world already,” Bland tells Performance Marketing World. “Technology solutions are appearing almost overnight and although they’re not a silver bullet, it’s really interesting. It’s probably the best thing to happen to the performance industry in a long time.”

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