Crumb free conversations #1

Crumb free Conversations is an interview series presented by the Smart Targeting Taskforce. The first session features Alex Hawkesworth, VP of Privacy & Data Solutions at Kinesso EMEA.

Now that Google is keeping cookies on the menu, how can brands mix them with new, alternative strategies to better engage audiences? 

Cookies will continue to provide value for measurement and targeting, but this is likely to be drastically diminished as consumer choice at a browser level is introduced. With opt-in rates between 15% and 30% in similar changes, the reach of cookies will shrink significantly. However, they’re far from obsolete. Marketers will be better suited to rely on them to calibrate any modeling they are using and as a secondary ID to support other identifiers.

In this cookie and cookieless combo world, what cool tools or tech have you found for gathering data that makes a difference? 

When we step back from deterministic identifiers, there is a huge variety of ways that we can measure and address audiences effectively. From emerging privacy-enhancing tools like digital twinning and homomorphic encryption to simpler methods like aggregated IP technology as a proxy for demographic data. I think we’re heading into an era where “cookie” or “cookieless” no longer defines the landscape. Other technologies will soon take center stage.

First-party data is the VIP of marketing. How are you giving it the star treatment while blending it with other data to create a seamless customer journey? 

First-party data will be crucial in for reaching high value audiences and creating invaluable insights into consumers, but privacy laws and consumer awareness will limit its reach compared to other signals. To protect consumers’ trust, brands must look to secure privacy-first solutions like Data Clean Rooms and platforms with Trusted Execution Environments. Collaborating with partners to identify shared audiences can also help build authentic connections.

With third-party cookies staying, but changes always looming, how are you future-proofing your programmatic advertising? Any secret ingredients for success? 

Rather than focusing solely on first-party data, I would suggest start building from the bottom up. Create a scalable, less deterministic foundation for addressability and measurement. This approach ensures resilience amid the inevitable continuation of legislation and policy changes. Once that foundation is in place, brands can use it to scale and strategically apply their deterministic data assets for short-term, high-value campaigns, while minimizing risk.

Balancing privacy laws like GDPR with alternative tracking, how do you stay compliant while keeping your marketing sharp? Got any best practices up your sleeve? 

Strong data governance is the key. Reviewing how and with whom your data is shared more regularly than you are currently doing will reduce the risk of data breaches or misuse. Create a dedicated workstream that stays aware of regulatory change and track and assess how these apply to your business practices.