Since Google first announced the death of the third-party cookie in 2020, marketers have been busy exploring alternative solutions.

While this hasn’t been a particularly easy time for the industry, it has forced marketers to innovate. From edge computing to data clean rooms, these innovative new solutions don’t just provide a method for building audiences in a post-cookie world - they also build consumer trust and open up entirely new marketing possibilities.

We briefly touched on some of these innovations in a previous blog post but today we’ll be taking a closer look at the cookieless solutions you can build into your marketing strategy.

1. Go back to basics with broadcast 

While it’s important to look for new targeting solutions, marketers shouldn’t forget about channels they already have at their disposal and that have been used in advertising for decades.

Broadcast communications - such as radio and TV (and now CTV) ads - have been popular for years, but seem to have been overshadowed by a shift in focus towards third-party data capabilities such...