Goodbye third-party cookies: It’s time for high quality, creative digital ads to shine
For a long time, digital ads have been relegated to a creative afterthought, with automation and batch processing taking the place of high quality, creatively-driven work. But with the deprecation of cookies and changes to IDFA targeting shaking up the industry, things are about to change for the better, explains Kargo’s general manager, Rob Leach.
For as long as digital advertising has been in existence, third party data has taken centre stage, with retargeting, scale, and automation playing the lead role. In contrast, creative, design and ad placement have generally been given secondary parts.
Thankfully, times are changing. With the deprecation of cookies and changes to IDFA targeting, marketers are now looking for new ways to create effective digital ads that don’t rely on the third-party tactics of old. In order to get there, they need ads that shine on a creative stage and take both context and quality into consideration.
How did we get here?
A veteran solution provider with a mission to put art into ad tech, Kargo uses creative storytelling to provide the best of scale, addressability and effectiveness for brands. Our advertising partners fill the ranks of the Fortune 500 and our invitation-only editorial marketplace sets the standard for quality and reach, including 100% of all ANZ smartphone users.
