Partly Cloudy

Thriving in first-party gardens

With the cookie-free future upon us, marketers are moving to an aggregate and anonymous world that interfaces with many walled gardens. This will result in a shift to prioritize metrics around specific outcomes, like sales of products, rather than data about customers, which will steadily dry up. And all of this is better in many ways. In this episode, we’ll dive into the shift to first-party data from retailers, and how brands can set themselves up to thrive in these first-party gardens.

Andrew Fox
April 11, 2024
Amazon
Clean Rooms
Programmatic

As we move into the cookie-free era, marketers are transitioning towards an aggregate, anonymous world that interacts with many walled gardens and it's providing new opportunities for brands and advertisers to thrive. Unlike third-party cookies, first-party interactions prioritize metrics around outcomes, like the sale of products. This shift also unlocks a deeper understanding of how customers end up buying that product, and that is truly game-changing.

In this episode, Gloria Steiner is joined by a special guest, Flywheel's Chief Product and Technology Officer, Keerat Sharma. Together, they dive into:

  • Current shifts to user-focused metrics, across first-party retailers and media, and clean rooms like Amazon Marketing Cloud.
  • How this shift will impact media buying, from creative to targeting and measurement.
  • Predictions for the future including publishers, collaborations, and generative AI.

Looking for more insights? Read Keerat's blog about thriving in first-party gardens.

Andrew Fox
Head of Campaign Tech and Innovation
Andrew Fox
Head of Campaign Tech and Innovation
Connect

Ready to grow your business?

Let’s discuss the best approach to meet your brand’s specific needs.

Let's connect