Brand Building Reborn: The Evolving Strategy in a Post-Cookie World

Smart brands are putting increased pressure on their media agencies and media partners to justify their marketing spend. Agencies will have to demonstrate the power of their technology and tools to confirm they are reaching the right audience profiles. Those agencies, in turn, are putting pressure on platforms/publishers to deliver the audiences they claim to have, either through first-party data or alternative identifiers.

It’s incredibly important for brand advertisers to know whether their campaigns increased people’s awareness, consideration, and interest in their brands, so they can course correct if necessary.

Therefore, it is more important for agencies to have expansive media plans, and for publishers to have greater granularity in their audiences. Brand building built for AI is a huge opportunity for all marketers as segmentation continues to improve and come closer to approximating the recent cookied past on which every advertiser depended.