Many automotive brands and dealers recognize the need for new solutions due to changes in the digital advertising market. As the time for phasing out third-party cookies approaches, marketing teams and their leadership are questioning how to find their audience and the overall ROI of marketing.

It's worth remembering that the auto industry has faced similar challenges before, which ultimately spurred innovation. For brands and dealers, this is an opportunity to embrace new infrastructure to improve their marketing.

Key Aspects for Automotive Brands in a Cookieless World

Many automakers perceive the gradual disappearance of third-party cookies as a serious setback after years of investment in data-based micro-targeting. However, it is important to keep perspective. While marketers can no longer rely solely on user data based on cookies, the market offers new ways to perform marketing tasks.

Benchmarks need to be revised to adapt to new approaches that prioritize first-party data, focusing on customer engagement (example with Teads and Christian Dior), rather than just dry numbers from databases.

New Tactics for Building Audience and Segmentation

Marketers in the auto industry need to rethink their targeting and measurement strategies from scratch. It's important to be open to new strategies and technologies such as contextual targeting, data-driven marketing, the use of data clean rooms, decentralized authenticated solutions, and others.