As we move into the cookie-free era, marketers are transitioning towards an aggregate, anonymous world that interacts with many walled gardens and it's providing new opportunities for brands and advertisers to thrive. Unlike third-party cookies, first-party interactions prioritize metrics around outcomes, like the sale of products. This shift also unlocks a deeper understanding of how customers end up buying that product, and that is truly game-changing.
In this episode, Gloria Steiner is joined by a special guest, Flywheel's Chief Product and Technology Officer, Keerat Sharma. Together, they dive into:
- Current shifts to user-focused metrics, across first-party retailers and media, and clean rooms like Amazon Marketing Cloud.
- How this shift will impact media buying, from creative to targeting and measurement.
- Predictions for the future including publishers, collaborations, and generative AI.
Looking for more insights? Read Keerat's blog about thriving in first-party gardens.
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