How Dr. Martens rebooted its ad targeting to prepare for a cookie-less futures

Dr. Martens, the footwear brand, ran a successful digital experiment that demonstrated the potential of cookie-less campaigns to generate significant results.

Dr. Martens, the iconic footwear brand, was relaunching its e-commerce platform aimed at Spanish speakers in the United States.

Bespoke creative and media strategies have long been essential to reaching this invaluable audience using digital channels. Within that, third-party cookies – that is, small pieces of code utilized by marketers to identify web users, understand their habits, and target ads – have generally served as the foundation for these efforts.

However, with tech giant Apple already blocking these tools in its Safari internet browser, and fellow Silicon Valley titan Google phasing them out of its Chrome browser by 2023, new...

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