Talks With Teads: Embracing Change: Navigating the Cookieless Future

In the latest episode of “Talks with Teads,” broadcasted live from CES in Las Vegas, Natalie Basian, the Global CMO at Teads, engages in a riveting discussion with Jess Donahue, VP of Data at Teads, on a topic that reverberates across the media industry: the deprecation of cookies and its widespread implications.

Jes Donohue shares her mixed emotions—happiness, fear, excitement—about reaching the significant milestone of Google deprecating the first 1% of cookies. This step is seen as a pivotal move towards enhancing consumer privacy, a core objective behind the shift away from cookies. The dialogue underscores the importance of navigating this change with a focus on compliance and the protection of consumer privacy amidst a landscape lacking unified legislation.

Talks with Teads - Jess Donahue

The conversation pivots to the strategies brands and advertisers should adopt to remain privacy-compliant while phasing out cookies. Highlighting the resurgence of contextual targeting, Donahue points out its privacy-centric nature, as it doesn’t rely on customer data. This method, along with ID-based targeting and consent gathering, emerges as key to respecting consumer privacy while maintaining advertising effectiveness.

Addressing the challenges and opportunities this transition presents, Basian and Donahue emphasize the need for brands to embrace this change, viewing it as an opportunity to detox from cookie dependency and explore new ways to connect with audiences. The discomfort felt in the short term is framed as a stepping stone to unlocking broader audience engagement and leveraging contextual insights more effectively.

The episode concludes on a reflective note, with both Basian and Donahue acknowledging their dual roles as consumers and industry professionals. Their discussion highlights Teads’ proactive approach in anticipating and adapting to the cookieless future, ensuring that privacy-centric advertising strategies not only benefit marketers but also enhance consumer trust and satisfaction.

This edition of “Talks with Teads” at CES sets a hopeful tone for the year, emphasizing the industry’s capacity to evolve and thrive in a post-cookie era, with Teads leading the way in pioneering privacy-first advertising solutions.

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