In a time of increasing consumer angst over data privacy, brands and agencies are grappling with how to leverage data effectively while still crafting powerful brand narratives.
But has the reliance on cookie data pulled focus away from defining a brand’s core message?
“I think we’ve relied on this data so closely that it’s moved us agencies and brands alike away from really defining brands, their DNA, their secret distinctiveness,” says Dave Kersey, Chief Media Officer at ad agency GSD&M, in this video interview with Beet.TV editorial director Lisa Granatstein.
Contextual AI is stepping in to fill the gap, providing insights into consumer mindsets and motivations without relying on real-time cookie data.
That technology is bringing the industry back to its strategic roots, helping brands create distinctiveness around their purpose and truly understand their audience, Kersey says.
He says the debate over cookie deprecation “has allowed us to get ahead …