In this conversation, Cole and Diana Ochenrider, the Senior Director of Digital Media, at Backbone Media discuss the changes in performance marketing and what marketers can expect as the industry adapts to privacy laws and cookie deprecation. She shares insight into the balance between brand and performance, a holistic understanding of consumers, and new solutions that might replace cookies.

Takeaways

• The deprecation of cookies presents challenges for targeting and measurement, requiring marketers to find new solutions and approaches.
• Taking a holistic approach to marketing, focusing on brand building and connecting with audiences, is crucial in the changing digital ecosystem.
• Measurement in the future will rely on a combination of approaches, including multi-touch attribution, MMM models, and incrementality
• Creativity and storytelling will play a significant role in marketing
• A holistic approach to marketing, considering all touchpoints, is essential

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This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our website for insights and how we’ve helped other marketers move the needle through our work.