Why Marketers Are Still 'hedging their bets' on a Google Breakup, and the End of Cookies

Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.

Takeaways:

Consumer Choice and Privacy

• The industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.
• Marketers must adapt strategies to align with a more privacy-conscious ecosystem.

Post-Cookie Strategies

• The decline of third-party cookies necessitates investing in first-party data management.
• Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.

Adapting to Regulatory Changes

• Regardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.
• Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.

Retail Media Growth

• Retail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.
• Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.

AI in Media Planning and Execution

• AI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.
• Strategic decisions still rely on human input, but AI supports scalability and efficiency.

Guest: Joe Doran

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative