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TraderTalk TV: Zeotap's Matt Bennathan Looks at Activation Alternatives

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by Mariam Ahmad on 3rd Oct 2023 in TRADERTALK

"We shouldn't be talking so much about cookies, we should be talking about outcomes and use cases."

In this episode of TraderTalk TV, Matt Bennathan discusses the phasing out of cookies in both social and programmatic advertising sectors. Bennathan elaborates that third-party cookies, particularly behavioural data, constitute only a part of a comprehensive profile.

In particular, Bennathan explores:

  • People-based data and persistent identifiers as an alternative to third-party cookies

  • Implementing Universal IDs

  • Contextual extension

  • Data strategy across open web programmatic and social