Observed Signal · Jul 29, 2024 · Policy Update · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Together toward a Cookieless Future
German industry coverage discusses the shift to a cookieless advertising era, emphasizing the rise of first-party data and privacy-preserving technologies. It notes ongoing industry dialogue about phasing out third-party cookies and the need to build large addressable data assets or collaborate with data-rich partners. An Adform survey is cited, showing 56% of German marketing decision-makers feel unprepared for the cookieless future, while an interview with Christopher Reher of Axel Springer All Media covers status, standards, and cross‑market learnings. Axel Springer is partnering with InfoSum to develop live, privacy-preserving solutions, including data-clean room approaches. The piece argues for faster action in 2024, frames GDPR as a catalyst, and highlights data-clean rooms and ID solutions as central to the future, while acknowledging cautious adoption among German stakeholders.
Industry shift toward cookieless advertising and privacy-preserving data solutions; regulatory context referenced.
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Key Takeaways & Evidence Grounding
- Adform survey: 56% of German marketing decision-makers are not well prepared for the cookieless future.
- Axel Springer All Media is collaborating with InfoSum to develop privacy-preserving data solutions.
- Data Clean Rooms (decentralized) are highlighted as a mechanism to enable data collaboration without sharing raw data.
- The article emphasizes the shift toward First-Party Data in the German advertising industry.
- GDPR/DSGVO are referenced as regulatory backdrops shaping the transition.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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Equativ brings contextual expertise to ChatGPT Ads
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