Reaching Your Audience in a Post-Cookie World (Half Day)

Understanding the Identity Crisis
(Half-Day Workshop)

Once the mainstay for digital marketing, third-party cookies are on the way out. Brands need to know how to maintain relevant messaging and targeting in this new world, or risk losing their audience share.

The digital advertising industry is going through one of its most transformative times ever. Browsers have begun to phase out cookie usage for personalization, and regulators around the world are taking steps to ensure consumer privacy and acceptance with data collection and sharing. Marketers need to adjust to ensure their messages continue to reach the right people at the right time with the right personalization and effectiveness.

This workshop will explain how and why we as an industry got to this point, weigh the strategic options going forward, and empower marketers to improve their Tech, Targets, and Talent for proper adjusting in this new post-cookie world.

Who is this workshop for?
This workshop is suitable for those concerned with the impacts of changes in personalization and privacy legislation on their marketing spend and measurement/attribution, including but not limited to:

  • Roles with responsibility for media spend
  • Roles focused on marketing data and analytics or measurement & attribution
  • Roles focused on customer data
  • Marketing/Advertising and e-commerce professionals
  • Media strategy and execution
  • Legal, Finance, and C-suite execs

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI, and improving employee alignment.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • The value of personalization in a post-cookie world
  • The relationship between Identity and Attribution + Measurement

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to leverage multiple ID resolution partners
  • The relationship between Identity and Reach/Frequency

This workshop helps attendees improve marketing ROI by teaching them:

  • The proper balance between consumer engagement and personalization
  • The right combination of deterministic, probabilistic, and contextual targeting

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to utilize the same audience segments across an organization
  • How Identity can be leveraged between media and creative


 Download the full agenda here

 

trainer

Erin Yasgar

Erin Yasgar’s reputation for innovation and breadth of knowledge inform her work as Prohaska Consulting’s Global Buyer Strategy Team Lead. In this role, she helps buy-side clients – brands and agencies – navigate the complexities of the programmatic buying landscape.

Erin’s expertise includes evaluating tech stack vendors, maximizing first party data usage, organizational design, digital analytics and executing digital media buys. Her work has spanned across several disciplines, such as content marketing, mobile marketing, social marketing and e-commerce.

Erin consistently brings new thinking to her work. For Live Nation she implemented programmatic advertising and consumer data management systems to leverage consumer data across search, social, display, mobile and video advertising. She guided the Los Angeles Philharmonic /Hollywood Bowl Marketing team through a digital transformation around their marketing strategy, digital analytics, staffing, and marketing operations. She developed social analytics dashboard solutions for Lexus, Nike, The Grammys and Universal Music.

An East Coast native, Erin now happily resides in Southern California.