Todd Tran de Teads
A world without cookies and the consequent future of brands was the topic covered by Todd Tran, chief strategy officer at Teads, the global media platform, in his presentation during Advertising Week LatAm, held in Mexico between March 3-5. Google´s recent announcement that Chrome plans to eliminate its partners´ cookies will have a significant impact on Latin America in terms of advertisers’ ability to target and monitor audiences. “Some marketers may react with panic and fear, but the move also has its positive side, which is the promise of a future more respectful of consumers´ privacy. We will have the solutions advertisers need to achieve their goals, however, including targeting and reaching the right consumers,” Tran said. Though the measures will not take effect for two years, the executive recommends that publishers and brands tap into the lapse to find alternative targeting solutions, including contextual targeting. “Teads is leveraging several signals so it can do effective consumer targeting and at the same time respect consumers` privacy.” Teads is one of the most important actors on the Latin American market, Tran said, and its participation in AdWeek LatAm has been a perfect opportunity for establishing alliances: “We are very excited to be here talking with so many advertisers.”
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