The Cookie Apocalypse Is Coming: Nine’s Pippa Leary

The Cookie Apocalypse Is Coming: Nine’s Pippa Leary

The end of cookies is nigh, and advertisers and broadcasters should be aware, says to Nine Entertainment commercial director of digital sales Pippa Leary.

Speaking to B&T at Nine’s Addressability Launch breakfast, Leary warned advertisers of the dangers of failing to prepare for the oncoming “cookie apocalypse”.

For Leary, using cookies as a way of recognising a broadcaster’s audience is not only “incredibly bad” but opens up a business to potentially fraudulent behaviour.

Explaining the term “cookie apocalypse”, Leary said: “The cookie apocalypse makes reference to the fact that cookies are an incredibly bad way to measure your audience to target them.

“There’s so much cookie duplication and there’s so much fraud at that level,” she added.

“If you’re thinking from a holistic sense about any advertising ecosystem cookies are not a reliable way to measure, understand or target your audience.”

For Leary, addressability is the only answer, given its ability to reliably target audiences.

“Addressability is the only way forward because all over the world in each individual advertising ecosystem, discussions are underway about reliability and targeting.

“How do we radically reduce duplication and how do we find a more persistent and more accurate way of measuring targeting, understanding audiences?”

These are the conversations advertisers should be having and is “what the cookie apocalypse is all about,” added Leary.

“If you’re using cookies, your numbers aren’t as believable they’re not as real and not as accurate.”

The breakfast event accompanied the launch of Nine launching a real addressable advertising to the Australian market through 9Now, its broadcast video on demand (BVOD) product yesterday.




Please login with linkedin to comment

addressability Cookies Nine Pippa Leary

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]