TraderTalk TV: Zeotap’s Matt Bennathan Looks at Activation Alternatives

"We shouldn't be talking so much about cookies, we should be talking about outcomes and use cases."

In this episode of TraderTalk TV, Matt Bennathan discusses the phasing out of cookies in both social and programmatic advertising sectors. Bennathan elaborates that third-party cookies, particularly behavioural data, constitute only a part of a comprehensive profile.

In particular, Bennathan explores:

  • People-based data and persistent identifiers as an alternative to third-party cookies
  • Implementing Universal IDs
  • Contextual extension
  • Data strategy across open web programmatic and social
Mariam Ahmad: Mariam joined ExchangeWire as Editor in May 2023. Within this role, her primary duty is to oversee the non-sponsored content division of ExchangeWire, focusing on pertinent topics in the industry. Additionally, she plays a role in producing original content through conducting interviews with industry experts, particularly in the audio and visual formats. Prior to joining ExchangeWire, Mariam held the position of Editor at Energy Digital, and Travel Bulletin magazine. Mariam holds a bachelor's degree from Western University and also has an MSc in media from LSE.
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