Omnicom Media Group (OMG) and digital ad platform Teads have announced the launch of what they claim to be the first technology developed to support marketers in their cookieless media targeting strategies.
The Teads Cookieless Translator will allow OMG planners and programmatic buyers to discover strategic information of value for their customers in order to build custom audiences that do not require cookies for their activation.
Through predictive capabilities, the technology will make it possible to translate cookie-based audiences that include the first-party data of the advertiser into cookieless segments.
The Teads Cookieless Translator is already available for testing and activations, and will be integrated into Omnicom’s orchestration and insights marketing platform, Omni. It will also complement the privacy-first approach implemented by Annalect (OMG’s data and analytics department) within Omni.
Christian Guinot, senior vice president for the Asia Pacific at Teads, said: “I’m very proud and happy to see this media-first partnership around our cookieless solutions with OMG becoming a reality and a key strategic step forward.
“The end of cookies is not only a technical constraint, but is a full evolution with which consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been.
“This partnership offers OMG clients an important opportunity to further understand how signal deprecation will affect their future results and the best way to plan alternate strategies. Changes are already happening – there is no time to waste.”
