SegmentStream on Forbes Councils — how can advertisers navigate without cookies?

Constantine discusses how advertisers are facing significant challenges with the tracking limitations and data regulations. This article will delve into the impact of these challenges and discuss ways advertisers can adapt their strategies to meet the evolving industry demands.

The new marketing environment requires explicit user consent for data use, collection, and storage. Businesses must obtain user consent before collecting and processing their data, which has a significant impact on targeted advertising.

As a result, advertisers must adapt their strategies to comply with the new regulations and find alternative approaches to effective advertising. 

One of such alternative approaches is using Conversion Modeling, which is perfect for the cookieless world. It uses Machine Learning algorithms to evaluate the probability of a visitor converting in the future. The approach assigns true value to each paid click based on its contribution to conversion, as well as provides feedback signals to improve targeting and bidding algorithms of advertising platforms.

Find out more from the newest article on Forbes Tech Council.

About Forbes Councils

Forbes Tech Council is an invitation-only, professional community for top CEOs and entrepreneurs. On the platform, participants share industry insights and expertise in different tech-related domains.