As we rapidly approach the end of cookie-based targeting, marketers are seeking new strategies, technologies, and solutions that will enable them to reliably maximize the return on their media investments. In the programmatic world, this means putting more emphasis on contextual strategies that combine first- and third-party data with AI and dynamic creatives. 

In this episode, we explore our final 10x10 series topic, "the cookieless world," with Solutions & Innovation Strategy Head Divya Acharya hosting Oracle Advertising's Sales GVP Marc Grabowski. This conversation will walk marketers through the biggest ramifications of the impending cookieless world as well as the recommended ways to adapt to it -- including both long-established and cutting-edge strategies.

In this episode we discuss:

• Whether the industry is prepared for the world of cookieless media.
• How the cookieless world will impact the programmatic landscape, audiences, strategies, measurement, attribution, targeting and ROAS.
• What marketers should be doing to prepare.
• The effectiveness of contextual advertising.
• Which piece(s) of data will become the most important in the new paradigm.
• Is third-party data dead?
• How can brands and marketers prepare to identify, gather, and utilize data properly?
• What types of technology marketers should be investing in.
• What kinds of skills are vital in the new environment?

Episode host:

• Divya Acharya | Head of Solutions & Innovation Strategy, Xaxis APAC

Episode guest:

• Marc Grabowski | Sales GVP, Oracle Advertising

Some links:

• 10x10 content series. 10x10 was Xaxis' year-long series covering the Top Ten Trends in digital media: Xaxis 10x10 hub
• Oracle Advertising blog: Contextual targeting in the new era of ad tech
• Xaxis Twitter
• Xaxis LinkedIn