{"id":110156,"date":"2024-10-04T03:41:29","date_gmt":"2024-10-04T02:41:29","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=110156"},"modified":"2025-08-05T13:05:25","modified_gmt":"2025-08-05T12:05:25","slug":"the-role-of-ai-and-creativity-in-a-cookieless-space","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/the-role-of-ai-and-creativity-in-a-cookieless-space\/","title":{"rendered":"Mateusz J\u0119drocha, Adlook: The role of AI and creativity in a cookieless space"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Brands are being forced to reconsider their reliance on third-party cookies. With the transition to a<a href=\"https:\/\/www.marketingtechnews.net\/news\/63-of-marketers-lack-a-clear-plan-for-cookieless-personalisation\/\"> cookieless future<\/a>, marketers are confronting new difficulties and opportunities.<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook.jpeg\" alt=\"\" class=\"wp-image-110157\" srcset=\"https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook.jpeg 200w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook-150x150.jpeg 150w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook-125x125.jpeg 125w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook-100x100.jpeg 100w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2024\/10\/Mateusz-Jedrocha-CPO-Adlook-60x60.jpeg 60w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><figcaption class=\"wp-element-caption\">Mateusz J\u0119drocha, CPO, Adlook<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Is this transformation merely about adopting new tools, or does it signal a deeper strategic shift in how companies engage with their audiences? Aside from the technical challenges, there is the question of whether implementing a cookieless strategy can provide a competitive edge when customer privacy concerns are becoming increasingly prevalent. In addition, generative AI has emerged as a powerful tool for changing programmatic advertising and optimising marketing campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the future of AI goes beyond its immediate benefits, raising debate over how it will evolve and affect the industry over the next five years. Mateusz J\u0119drocha, CPO, outlines<a href=\"https:\/\/www.adlook.com\/\"> Adlook&#8217;s role<\/a> in managing the shifting landscape, including emerging trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: Can you explain what &#8220;cookieless&#8221; means and how brands can succeed without relying on cookies?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha: <\/strong>The phrase &#8220;cookieless&#8221; refers to the elimination of third-party cookies from the digital ecosystem. Success in a cookieless world implies that even if cookies disappeared, a brand\u2019s marketing strategy, efficiency, and budget effectiveness would remain untouched. This transition necessitates adaptation by businesses, marketers, and technology partners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More importantly, the cookieless shift has pushed advertisers and marketers to rethink their open-web strategies. With third-party cookies being phased out and changes coming to Chrome, 65% of global traffic may still rely on Google, but 35% of traffic is already cookieless, presenting the same challenges we&#8217;re facing now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, we recognise the cookieless transition as more of an opportunity than a risk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: Can a cookieless strategy become a selling point for brands, or do consumers not really care about the use of third-party cookies?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha:<\/strong> It\u2019s important, but it should be framed differently. Studies consistently show that consumers are concerned about how their data is collected in ways they don&#8217;t fully understand. They often don&#8217;t trust the &#8220;accept&#8221; or &#8220;reject&#8221; buttons, [and are] unsure of their reliability. This concern is what drives regulatory responses, leading to changes in technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than being a selling point, privacy is more about avoiding negative experiences or perceptions of a brand. For example, being privacy-safe may not increase sales, but being seen as evasive or unsafe could decrease them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most consumers don\u2019t distinguish between third-party and first-party cookies, and they shouldn\u2019t have to. What consumers want is a fast, smooth website experience with relevant ads, along with the assurance that their data is being managed responsibly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As privacy concerns rise and regulations tighten, brands must reconsider their data strategies. One solution is to collect less data and evaluate whether certain information, like email addresses or detailed device data, is truly necessary. These considerations are influencing how brands manage data collection.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: Is there a concern that after 20 years in marketing and building long-term customer relationships, the loss of certain tools might disrupt data flow, or is it more about transitioning to different types of data collection?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha: <\/strong>The removal of third-party cookies, or more broadly, signal loss, isn\u2019t fundamentally changing the relationship between a brand and its consumers. That relationship is much more than a third-party cookie or an IP address. First-party data collection, like gathering email addresses with consent, will remain important, along with understanding purchase behaviours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What brands should reconsider is how they use this data. Is an email address more effective for branding campaigns or for direct response, lower-funnel activities? Retail media may find these dicussions more relevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s becoming clear is that the focus on audience buying has overshadowed the importance of media and creative elements. With signal loss, we are shifting back to basics: media matters, creative matters, which often have more impact than audience segments. Data segments built on third-party cookies can create an illusion of precision targeting, which is not always accurate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A segment based on third-party data doesn&#8217;t guarantee accuracy. Email addresses, for instance, are not a 1:1 match to individuals, as many factors influence whether the planned persona in a media strategy truly represents the audience being targeted and reflects the actual person receiving the message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: Are you suggesting that marketing is shifting toward a more traditional focus on broadcast messaging, similar to static advertising like billboards or TV commercials, rather than relying on less accurate third-party data?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha:<\/strong> It\u2019s important to recognise that media and creative are just as crucial as audience targeting. In the industry\u2019s pursuit of precision and one-to-one matches, some of the basics may have been overlooked. However, we don\u2019t need to return to pre-digital basics \u2013 today\u2019s tools have evolved.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The principle that media and creative are just as important as understanding the audience remains unchanged. What has shifted is the availability of advanced tools. We no longer rely solely on traditional media; we now have more precise tools for open-web marketing that don&#8217;t require user identification, allowing us to optimise content and creative strategies through comprehensive content understanding powered by AI, rather than simple keyword matching.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With advancements in generative AI, simple keyword matching is no longer sufficient. AI improves our understanding of content and human behaviour by discovering patterns that previous technology failed to identify. For example, targeting young parents may include not only parenting websites but also automotive sites where they are searching for a large, safe SUV for their growing family.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This approach exemplifies how we can return to basics, but with today\u2019s advanced tools, those principles can result in far more sophisticated, precise, and effective marketing strategies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: Can you explain the role of generative AI in Adlook&#8217;s platform and what outcomes users can expect, given the current hype around AI and how many products are simply adding it on?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha: <\/strong>Generative AI is used in several ways at Adlook, many of which are common across the industry. It helps developers build products faster and more accurately, reducing mistakes, and supports marketing and product teams in delivering high-quality projects in less time. Overall, generative AI speeds up operations across the board.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adlook&#8217;s platform algorithms, developed from the extensive AI expertise of our group, are a crucial application of AI. These deep learning algorithms improve media buying precision. They enable Adlook to satisfy a wide range of KPIs, including media goals and more complicated objectives like ad recall and brand awareness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI is essential for solving challenges in the open RTB [real-time bidding] space, where the volume of bid requests is measured in QPS (queries per second). AI evaluates bids within less than 100 milliseconds, ensuring optimal supply paths and placements while reducing human input and streamlining operations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adlook\u2019s most recent progress in generative AI is focused on targeting. With the &#8220;Content GPT&#8221; engine, advertisers may create audiences based on prompts and receive targeted URLs with explanations. This transparency reduces the &#8220;black box&#8221; effect, allowing users to fine-tune their prompts and improve targeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This approach has produced great results in branding and mid-funnel campaigns, providing a scalable, cookieless solution. It also significantly boosts working media spending by removing the requirement for costly third-party data segments, which can consume up to half of marketing budgets. As a result, a larger portion of the budget can be directed toward actual media placement, increasing efficiency and maximising campaign reach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The shift away from over-reliance on audience buying towards a balance with media and creative strategies is refocusing marketers, encouraging them to adopt this approach as a viable solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing Tech: You&#8217;ve discussed how AI and big data have fine-tuned programmatic advertising. With that space becoming saturated, where do you see Adlook and its use of AI evolving over the next five years?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>J\u0119drocha: <\/strong>The industry may be saturated, but there is still potential for companies like Adlook that provide unique value and methods inside the marketing mix. When it comes to AI and generative AI, key centres of attention include constantly developing bidding algorithms to keep up with evolving signals, user behaviours, and new environments like audio, digital out-of-home, and in-game advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Targeting is another promising area, as Adlook broadens its Content GPT engine to seek new use cases. Measurement is also essential, especially since AI can help make sense of complex data and enhance accuracy. AI has the potential to lower the cost of media mix modelling, making it more accessible to small enterprises with limited resources.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Creativity is equally important, especially for making ads more engaging and personalised at scale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The shift in mindset around AI adoption is critical. While AI is efficient, it can make mistakes that require human oversight. Finding the right balance between human supervision and AI control will be key to how AI is applied in various industries, particularly marketing strategies. By automating routine tasks and optimising processes, AI frees up time for marketers to focus on more strategic, creative actions that drive long-term success. This balance will be key in how AI is applied across industries, especially in enhancing marketing strategies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Photo by <a href=\"https:\/\/unsplash.com\/@charlesdeluvio?utm_content=creditCopyText&amp;utm_medium=referral&amp;utm_source=unsplash\">charlesdeluvio<\/a>)<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Interested in hearing leading global brands discuss subjects like this in person?<\/strong>&nbsp;<strong>Find out more about&nbsp;<a href=\"http:\/\/www.digitalmarketing-conference.com\/\">Digital Marketing World Forum (#DMWF)<\/a>&nbsp;Europe, London, North America, and Singapore.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands are being forced to reconsider their reliance on third-party cookies. With the transition to a cookieless future, marketers are confronting new difficulties and opportunities. Is this transformation merely about adopting new tools, or does it signal a deeper strategic shift in how companies engage with their audiences? Aside from the technical challenges, there is [&hellip;]<\/p>\n","protected":false},"author":60511,"featured_media":110158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2416,2423,2417,2479,2420,2469,2440,2454,2428,2453,2471],"tags":[172,212,101,277],"ppma_author":[2289],"class_list":["post-110156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-intelligent-marketing","category-data-measurement","category-generative-ai","category-interviews","category-machine-learning-for-targeting","category-marketing-ethics","category-media-content","category-personalised-shopping","category-privacy-consent-management","category-retail-media-networks","category-transparency-trust","tag-ai","tag-cookies","tag-customer-experience","tag-data"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) 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