Incrementality should be the objective of any marketing investment - maximizing reach for your marketing dollars. The sophisticated modern marketer is always seeking methods to drive incremental reach from their media. However, 3rd party cookie deprecation in Safari in 2017 and Firefox in 2019 effectively limited targeting and measurement, and therefore an understanding of how to reach these users. Considering the looming changes with Chrome, this session will provide tangible evidence of the steps that marketers can take NOW to address these challenges and deliver tangible, incremental results for their brands.

• 3rd party cookie deprecation and iOS14.5 changes challenge marketers’ ability to address the Wanamaker cliche - which half of my marketing investment is driving results
• While Google has postponed Chrome 3rd party cookie deprecation, marketers are currently struggling to reach users of Firefox and Safari
• There are existing, sophisticated capabilities to address these challenges while still being compliant with privacy and other regulation
• This session will share data to demonstrate the ways that modern marketers can manage the status quo and drive incremental reach and results for the media spend