Nestlé explores identity options for the post-cookie marketing landscape

Alex Brownsell

Food and confectionery giant Nestlé is preparing for the deprecation of third-party cookies.

Audience data is the lifeblood of digital advertising. As outlined by Procter & Gamble’s Marc Pritchard, marketers need data to buy media in real time, to reach consumers at scale in a personalised manner, while at the same time avoiding excess frequency. How brands can achieve this in a post-cookie, privacy-first media ecosystem is less clear, however.

Advertisers like Nestlé are working hard to find some answers, particularly before third-party cookies are phased out by Google’s Chrome browser over the coming 18 months.

Over two separate sessions at Advertising Week Europe 2021, Tina Beuchler, Nestlé’s Global...

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