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Why We Exist
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To address the future of addressable advertising
As the countdown begins to the new age of a cookie-less world, the advertising industry continues to speculate about what the future landscape might look like and the best ways to approach it. At Social Bubble, I sought to develop my knowledge around the themes relevant to the research question of trust, privacy, and personalisation by examining debates in the industry and academic research. Why we exist is therefore mapped around the following themes: the discourse around privacy; generation z trust in digital advertising; and effectiveness of personalisation in digital advertising.
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Why now?
And who cares?
According to Forrester, only 23 per cent of companies today have a formal strategy for overcoming the loss of cookies[1]. Within the trade press, the topics of trust, privacy, and personalisation get discussed frequently. While I am not the only AdTech entrepreneur offering an opinion on these topics, I propose to fill the gap in the literature combining these themes in the context of a cookie-less world, specifically for generation z. This investigation maps the discussions before Social Bubble seeks to educate the 77 per cent of companies without a post-cookie strategy on their approach to building trust with generation z.
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23%
only
of companies have a formal post-cookie strategy
[1] Brennan, E., (2021). Identity in advertising: how to future-proof data-driven marketing. Advertising Week Europe. [panel talk] virtual. 10 May 2021