Cookies are Canceled: Intent Data and Digital Advertising Going Forward

You’ve been hearing about it for nearly four years running, but now the pressure is actually on. 3rd party cookies are going away, so it’s game time for digital advertisers to figure out a way forward for their programs and their overall approach. As Google’s phase-out looms, you’ll want to weigh your options for optimizing impact while preserving efficiency. And you’ll very much so want to understand how context and 1st party intent data can help you achieve your desired outcomes.    While the end of 3rd party cookies may drive a massive shift in technique, the logic underpinning smart strategies remains in place. You need efficient ways of identifying and reaching your target audiences. And to break through, you need your advertising to be both topically and contextually relevant. Join TechTarget’s SVP of Customer Strategy and Enablement, Sr. Director of Brand Solutions and Chief Revenue Officer for an in-depth discussion of the challenges facing tech advertisers and the benefits available from buying-centric 1st party publishing networks and the intent data they can bring to bear. They’ll cover topics including:     - How to think about privacy going forward and stay within the evolving regulatory guardrails.  - How to understand contextual placement in B2B, the differences between properties, and how to leverage it most effectively.  - What types of intent resources are available to advertisers, what they’re good for, and how to leverage them individually and in combination.