Google’s stay of execution for third party cookies until the end of 2023 was both expected and unexpected. Expected because it was becoming increasingly clear that replacement systems in this complex ecosystem would not be in place by January 2021, and unexpected because the delay of 2 full years was far longer than most pundits had predicted.
Since Summer 2020, ISBA has been running exclusive Cookieless Futures learning sessions for our members and our 12th session will be with PRAM (Partnership for Responsible Addressable Media).
The Partnership for Responsible Addressable Media (PRAM) is a cross-functional coalition that includes advertisers, publishers, agencies, platforms, and data & technology partners focused on developing principles, standards, and global guidance to safely and effectively address today’s changing addressable media and marketing landscape.
With consumer interests at its core, PRAM was created to advance and protect critical functionalities for digital media and advertising, while safeguarding privacy and improving digital experiences.
As legacy solutions fade, PRAM is uniting the industry’s diverse talent in creating consumer and privacy-focused alternatives that include First-Party, Browser/OS-Linked, and 1:1 Linked audiences, among others, as innovative solutions to enable and fuel the future of marketing.
Michael Donnelly is an EVP with the ANA focused on Addressability, MarTech, and Marketing Futures. He’s held senior leadership roles in Marketing, Communications, Sales, and IT and has a strong track record of success in generating growth by obsessively focusing on consumer behaviors to design, implement, and scale transformative strategies for some of the world’s most valuable brands within Johnson & Johnson, The Coca-Cola Company, and Mastercard.
Recordings of the previous sessions can be watch from the Cookieless Future knowledge hub.