Boost online presence and drive results with search advertising

Drive awareness and conversions through social media advertising

Paid Social

Leverage advanced targeting capabilities across smart devices

Increase your brand visibility across top retailers

Retail Media

Maximize visibility and audience engagement through organic search

Target audiences with precision and efficiency across display networks

Programmatic Display

Media

Define and elevate your brand identity, voice and design

Brand Strategy

Futureproof your brand by resonating with diverse audiences

Multicultural Marketing

Marketing strategies based on your audience's behavior to maximize return

Integrated Marketing Planning

Strategy

Derive insights into channels driving the most significant impact

Media Mix Modeling

Understand customers' brand perception and purchasing decisions

Brand Awareness & Preference

Understand customer needs, preferences and behaviors to meet demands

Market Research

Collect, process and store data to inform impactful business decisions

Data Management

Business Intelligence

Bring big ideas to life through strategy, imagination and ingenuity

Creative Concepting

Inspiring design work to help your brand grow

Design

Video content that rivets audiences and compels them to act

Video Production

Creative

Influence, engage and build relationships to influence perception

Public Relations

Partner with personalities who have visibility and trust in your space

Influencer Marketing

Share relevant and valuable content for real time audience engagement 

Social Media Marketing

Create engaging and memorable event experiences

Event Marketing

Communications

Create meaningful and valuable content geared toward target audiences

Content Strategy

Build a reliable flow of content that is relevant for your audience

Content Production

Content Marketing

Maximize your marketing automation platform capabilities

CRM Management

Drive engagement and nurture sales leads through email marketing

Email Marketing

CRM Marketing Automation

Find the technology and database solutions that meet your needs

Web & Mobile Development

Make your site useful, usable, and appealing to your audience

User Experience Design

Bring products to life in ways you never thought possible

Augmented Reality Development

Web UX & Development

What We Do

Marketing Intelligence

Building & Renovation

Solutions

About Us

Our Work

Perspectives

Careers

Active Nav

Hear perspectives on industry trends and future forecasts from partner and Chief Revenue Officer, Dan Gbur.

Perspectives from Dan Gbur | Brunner

Partner, Chief Revenue Officer

Dan Gbur

Gain valuable insights and perspectives from Chrissy Lynn, Senior Director of Media and Operations.

Perspectives from Chrissy Lynn | Brunner

Senior Director, Media & Operations

Chrissy Lynn

Banner CTA

For more information on what cookies are, what is changing, and why it is important, check out Brunner’s cookie-less POV.

BlogArticle

<h2><strong>What Can We Do?</strong></h2><p>Instead of trying to fight the inevitable, Brunner is taking steps to maintain strong measurement across all advertising channels and find new and better ways to target key audience segments, all while ensuring privacy is at the forefront. Download Brunner’s latest cookie-less attribution and targeting guide to learn how we have identified alternatives to tracking and targeting.</p><p>First-party data will become essential to supplement pixel-based remarketing and lookalike models through the capture of ‘soft’ conversions like email addresses and phone numbers. How can advertisers do this in a creative and non-invasive way? Instead of expecting customers to fill out long forms or supply email addresses without getting anything in return, advertisers should instead look to allow customers to provide information in exchange for a value. Brunner is working with clients to develop new and creative ways to collect customer data in non-invasive ways, all while providing value back to the customer. This includes recommending simple strategies like supplying an email address for the download of a brochure or suggesting the creation of a less information-heavy applications for 4-year and master’s degree programs so that they can begin the application process without having to fill out 30 pages of information.</p><h2><strong>Ensuring Privacy &amp; Ethical Collection Of First-party Data</strong></h2><p>Customers have proven that they are willing to provide their information, especially when exchanged for a value (whether it be a free beer or results to a cat personality test). However, they also expect that the context in which they are providing their information is upheld, and that companies aren’t using that data to be sold or to be used out of context. Brunner is partnering with clients to ensure that their focus on first- and zero-party data follows Forrester’s tenets of contextual privacy: transparency, choice, and caution.</p><h2><strong>Silver Lining?</strong></h2><p>While the immediate response of most advertisers when they think of the looming demise of the third-party cookie is one of panic and uncertainty, Brunner feels that this can actually be an opportunity to be better marketers. Learn more about how Brunner feels poised to change the viewpoint to something of positivity for their clients and their customers, who we will aim to get to know better in a more ethical and privacy-focused approach.</p>

<p>With the soon to be extinct third-party cookie, advertisers, and agencies are going to have to look to new ways to track digital customer engagement as well as target key audiences. What began as a way to track online behavior and ensure better targeting has shifted to a growing concern over the misuse of this information.</p><p>Because no one can expect to control or predict what Google, Apple, and other huge players do, advertisers need to come up with ways to track customer behavior and target key audiences. But more importantly, they need to ensure that they are doing so in an ethical way focused on customer privacy.</p>

Explore Brunner’s perspective on navigating attribution and targeting in a cookieless world, and how to adapt your strategies for future success. 

What will they look like in a Cookieless World?

Cookieless Attribution, Targeting, and the Customer - What's Next

Brunner POV | Attribution, Targeting, and the Customer. What will they look like in a Cookieless World?

Brunner POV | Attribution, Targeting, and the Customer.

What will they look like in a Cookieless World?

Share to

Good people doing great work for our clients.