电通（Dentsu）：2022年无cookie的世界更新报告（中译版）（15页）.pdf

1、Media/A Follow-up to the Guide for the New Era of Digital MarketingOctober 2022The CookielessWorldMedia/2022 dentsu|all rights reserved2022 UpdateNo Way BackWith the deprecation of third-party cookies firmly in motion,the last twelve months have been particularly busy for brands as they face critica

2、l technology decisions with deep ramifications throughout their businesses.In June 2021,dentsu released The Cookieless World-A Guide for the New Era of Digital Marketing,a comprehensive deep-dive into the ongoing deprecation of third-party cookies and what brands can do to prepare.While the structur

3、al dynamics and the key recommendations described in that report still hold true,a lot has happened over the last year,from new regulatory debates to new announcements from technology platforms.For this reason,we have taken a fresh look at how these recent changes around the end of third-party cooki

4、es impact brands,and what brands should consider doing to ensure business continuity.In this addendum to the 2021 guide,we look into implications across Data Management,Audience Activation,and Performance Measurement,following a campaigns progress from preparation to planning and targeting,to provin

5、g effectiveness.We also offer a checklist of key considerations to help prepare for the deprecation of third-party cookies.We hope you will find this update useful in your journey to the cookielessworld.To learn more about what the end of third-party cookies specifically means for your business and

6、how you can best prepare today,contact your dentsu Client Partner or Rohan Philips,Global Product Officer,Media,dentsu international.This report is for general information only,the contents of this report are not intended to be legal advice and should not be used as a substitute for legal or other p