Reaching Your Audience in a Post-Cookie World - Virtual | School of Marketing | ANA
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Reaching Your Audience in a Post-Cookie World - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

Once the mainstay for digital marketing, third-party cookies are on the way out. Brands need to know how to maintain relevant messaging and targeting in this new world, or risk losing their audience share.

The digital advertising industry is going through one of its most transformative times ever. Browsers have begun to phase out cookie usage for personalization, and regulators around the world are taking steps to ensure consumer privacy and acceptance with data collection and sharing. Marketers need to adjust to ensure their messages continue to reach the right people at the right time with the right personalization and effectiveness.

This virtual workshop will explain how and why we as an industry got to this point, weigh the strategic options going forward, and empower marketers to improve their Tech, Targets, and Talent for proper adjusting in this new post-cookie world.

Target Audience
This workshop is suitable for those concerned with the impacts of changes in personalization and privacy legislation on their marketing spend and measurement/attribution, including but not limited to:

  • Roles with responsibility for media spend
  • Roles focused on marketing data and analytics or measurement & attribution
  • Roles focused on customer data
  • Marketing/Advertising and e-commerce professionals
  • Media strategy and execution
  • Legal, Finance, and C-suite execs

Download the full benefits here


  • Setting the Stage (15min)
  • What is Identity and Why Should Your Care (35min)
  • Understanding Today's Marketplace (35min)
  • Exercise: Are You Prepared (15min)
  • Break  (15min)
  • The Relationship Between Identity and Attribution & Measurement (15min)
  • Marketer Options: Buy/Build/Partner (35min)
  • The 5 Stages of Managing Your Marketer Identity  (25min)
  • Exercise: What's a Marketer to do? (20min)
  • Closing, Q&A (10min)



Instructors

trainer

Ken Zachmann

In 2018, Ken launched his consulting firm focused on outsourced business development for complex data solutions, including helping AdTech platforms build identity-based solutions to navigate a cookie-less future. His background in data and identity resolution, paired with the experience living and working in both the U.S. and Germany, has afforded him a unique understanding of the complexities of sourcing and building data solutions in the U.S. and in EU.

Areas of Expertise Include:

  • Data-driven audience targeting for programmatic advertising
  • Identity resolutions and building ID graphs
  • Developing go-to-market solutions for companies to work with or build tools around Google Topics and Apple’s iOS changes
  • CDP/DMP sourcing for first—arty and third-party data collection and management
  • Privacy and regulation related to GDPR and CCPA/CPRA
  • Global data sourcing to building identity-based products and solutions
  • Extensive experience in topics related to multi-touch attribution and measurement