Beyond the Cookie: Reaching Audiences in a Cookieless World with DOOH & CTV

With the demise of third-party cookies, advertisers and brands face a challenge to redefine their advertising strategies. With 80% of brands relying on these cookies for customer outreach and analytics(Google), advertisers must now explore alternative avenues in the evolving advertising landscape.

Enter DOOH and CTV, poised to fill the void left by third-party cookies. Offering contextual targeting and programmatic capabilities, these platforms deliver tailored ads while safeguarding user privacy. Motorola’s successful Hyperlocal Contextual Campaign exemplifies this approach, effectively engaging viewers based on location and demographics. Moreover, advertisers should explore dynamic content delivery via programmatic technology in DOOH and CTV. Personalized experiences based on factors like location, time, and weather enhance engagement. QR codes, AR, and social media integration act as tools to further amplify audience interaction.

First-party data also becomes increasingly valuable in this landscape, enabling tailored experiences without privacy concerns. With 1.1 Billion CTV Devices(Adjust) Worldwide and a significant growth of 67% in DOOH screens installations(FICCI), advertisers can reach vast audiences seamlessly.

To address user privacy concerns, advertisers should move towards a probabilistic and deterministic data collection approach to re-target their users in an effective way. Along with that, programmatic capabilities and measurement tools further help brands pivot during this transition and thrive in the cookieless future.

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