GSK prepares for ‘practical phase’ of post-cookie ID testing

Alex Brownsell

An overview of GSK’s preparations for Google’s deprecation of third-party cookies.

While much of the ad tech market has been caught flat-footed by moves from Apple and Google to restrict individual-level user tracking, some brands have been more prepared.

Take GSK: in 2018, the company made a decision to “future-proof” its approach to data and user identity, according to Thomas Mills, Senior Director of Digital Media Strategy. “We've been on this journey for a while, getting as close to the data [as possible], and also expanding our capabilities around tools that are [already] available,” he said, speaking at Programmatic Pioneers 2021.

In recent years, the British pharmaceutical firm has made strides...

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