Finding Digital Advertising Success in the Cookie-less Future
Yes, cookies are crumbling. But advertising that uses audiences built with first-party data insights will continue to reach all the right people across all digital channels
Wiland’s ability to build precisely targeted audiences for programmatic advertising is in no way diminished by the deprecation of third-party cookies and mobile advertising IDs.
We have long held the position that our data-driven audiences provide the most effective method of targeting media to the most responsive individuals—the people who our vast individual-level spending data and predictive analytics indicate will respond, convert, and spend with our clients. This is true regardless of the technology used to recognize those individuals. So, even as privacy-ﬁrst onboarding technology evolves, our ability to activate audiences across all digital channels remains undiminished.
Relatedly, Wiland has established strong relationships with major digital platforms including LiveRamp, Google, The Trade Desk, Adobe, and many others. Custom audiences—whether built by Wiland using client-speciﬁc models or created by clients using Wiland PersonaBuilder™—can be delivered to the programmatic bidding systems where they are needed. And every day, our on-demand audiences are being used with great effectiveness by a growing number of digital media buyers at America’s leading brands and agencies.
The Bottom Line
We offer our clients the best-performing digital audiences, built from superior individual-level spending data and other proprietary signals. The loss of third-party cookies and deterioration in the usefulness of mobile ad IDs in no way inhibit the ability to activate Wiland audiences in programmatic campaigns. We are continuing to push forward—providing our clients with the best data-driven marketing audiences and insights while honoring our staunch commitments to both consumer privacy and client success.