Targeted Marketing in a Privacy-First Era

Overview

This instructor-led webinar explores how targeted marketing is evolving in response to increasing privacy regulations and technological changes. Participants will gain insights into the history of data usage, the impact of limits on third-party cookies, and emerging addressability solutions. The session will conclude with an open Q&A, allowing attendees to engage with the instructor on key privacy and marketing challenges.

Prerequisites

Participants should have:

• A basic understanding of digital marketing concepts
• Familiarity with online advertising technologies (e.g., cookies, tracking pixels, programmatic advertising)
• An interest in privacy regulations and their impact on marketing strategies

Target audience This webinar is designed for:

• Digital marketers and advertising professionals
• Marketing technology (MarTech) and AdTech professionals
• Business leaders navigating privacy-first marketing strategies

Objectives

By the end of this webinar, learners will be able to:

• Define key terms related to identity and addressability in digital marketing

• Explain the evolution of cookies and data usage in online advertising

• Analyse the current shift toward a privacy-centric marketing landscape

• Evaluate Google’s approach to third-party cookie deprecation and its implications

• Assess alternative solutions for addressability

Outline

The why of privacy-first marketing strategies

Overview of identity and addressability History of cookies and data usage The rise of privacy concerns and regulatory responses Google: A Case Study Evaluating new addressability solutions and best practices for marketers The future of targeted marketing Open discussion and participant questions Exams and assessments There are no formal exams for this webinar. Participants will engage in real-time discussions and knowledge checks to reinforce key takeaways.