O IAB Brazilan association whose objective is to develop the digital advertising market, is launching this Thursday (12) the “Checklist To the End of Cookies” to support professionals in the area in understanding the possible impacts on their businesses. What needs to change in the structure of your company? What approaches should be rethought at this time? How to be an active agent and collaborate with market advances in view of the end of cookies? These are some of the questions the guide answers.
With the determination of the end of third-party cookies in browsers, the market must intensify the preparation for the transformations that are already happening and that involve tests, new tools, evaluation of the use of technology, new measurement models, training of professionals, among others. .
Prepared by the Tech Lab and Data and Audience Management committees of IAB Brasil, the guide points out the impacts of several fundamental activities for agents in the advertising industry in media operations. The document breaks down causes and consequences of possible effects, such as the migration of budgets and advertising revenues, more investments in primary data (first-party) and more specialization for optimization and reporting.
Leonardo Naressi, President of the TechLab Committee at IAB Brasil, says:
“The Checklist for the End of Cookies aims to help market agents identify possible impacts and factors that must be taken into account, as a starting point in preparing for the changes that this scenario requires.”
Naressi, who is also a professor at IAB Brasil, adds: “The guide was specially created in a checklist format to facilitate the work of professionals in the sector, detailing the guidelines that can be followed by adtechs and martechs, publishers and vehicles, agencies and brands advertisers”.
IAB Brasil also invites all members of the digital advertising ecosystem to follow updates on the topic and participate in building solutions through the association’s committees.
To access the “Checklist for the End of Cookies”, from IAB Brazil, click here.
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