Cookies are no longer as valuable as they used to be. Advertisers are making the shift away from cookies and by doing so, Adtech and Martech companies can finally work together. Marketing companies will have to make the shift to working with publishers(ad platforms) since their inventory of data will be more valuable, such as Facebook. Moving away from cookies means their quality of data will be much stronger. The only way this partnership can work is if they put the most important aspect at the forefront of the approach: the consumer. At the end of the day, the purpose of advertisements is to target consumer so marketers and publishers working together would ultimately have to benefit the consumer.
How can adtech and martech work together to transform identity for the open web?
LIS 4022 Spring 2020 