Post-cookie success demands a shift from ‘personalized’ to ‘personified’ advertising

As cookies surge ever-closer to their imminent death, many advertisers are clinging to ID-based targeting solutions out of fear that sacrificing user-level insights will spell their certain demise. But they’re wrong, argues Ogury’s Geoffroy Martin. What’s needed, he suggests, is a shift away from ‘personalization’ and toward ‘personification.’
Yes, cookies are going away. What’s interesting is the range of reactions to this ground truth.  Taki