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Convene Crossover: Taking Control of the Cookie Crisis

Date: September 22, 2021
Time: 12pm - 2:30pm ET

Cut through the confusion and get in fresh shape for a world without third-party cookies. Google may have pushed back the deadline to eliminate third-party cookies from its Chrome browser, but the writing is still on the wall when it comes to the technology’s long-term future. Apple has already eliminated trackers from its mobile operating system and Safari browser. This has massive implications for personalized advertising, and the industry is still scrambling for solutions. As a marketer, it’s enough to make your head spin. This event will help you digest the implications of a cookieless future and get you ready to take action. We will bring together experts and thought leaders from across advertising, marketing, ad tech and martech to equip you with the knowledge to successfully navigate the death of third-party trackers and adapt to a more privacy-centric future — while maintaining performance.


Session 1: What does the end of third-party cookies mean for health brands? 
Moderator: Marc Iskowitz, MM+M 

Speakers:

Erica Hawthorne 

Executive Director, Digital Media Strategy & Operations,
Bayer

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Jerry Luciano

VP, Omnichannel Marketing
Trinity LifeSciences

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Backlash from advertisers and regulators resulted in Google pushing back its plan to remove third-party cookies from the world’s most popular browser. But the delay only prolongs the inevitable impact on how companies approach targeted media. This session will explore recent findings among pharma brands about awareness of the changes, possible mitigation strategies and the expected impact on the client-agency-vendor ecosystem.
 
Session 2: First-party data: What is it and how can brands take advantage? 
Moderator: Alison Weissbrot, Campaign US 

Speakers:

Jayna Kothary 

Global Chief Technology Officer
MRM

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Michele Eggers

Senior Director of Marketing Sciences, Technology & Digital Development
SAS

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Bethany Hoppenthaler

Sales Enablement & Digital Manager,
Burns & McDonnell

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For brands, first-party data will reign supreme in a privacy-centric world. Many are taking note, bulking up their first-party data assets in unique and interesting ways, and leveraging technology to apply that data to media strategies. This session will arm you with a deep understanding of how to leverage your first-party data for effective personalized advertising.

Session 3: What’s old is new: The possibilities of contextual 
Moderator: Frank Washkuch, PRWeek 

Speaker:

Hina Baloch

Director, Data Analytics, DE&I, Sustainability and STEM education
GM

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As advertisers lose access to cookies and mobile IDs, they’re relying more on contextual signals to reach their audiences. But what is contextual advertising and how does it perform? You’ll leave this session with a deep understanding of how to use contextual signals to craft targeted and relevant campaigns that drive performance in a privacy safe way.

Interested in sponsorship opportunities for future Campaign events? Find out more: rachel.barash@haymarketmedia.com 

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