Question: Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?
- Focus on first-party and second-party cookie data
- Increase the usage of third-party cookies
- Use AI and machine learning
- Use non-digital forms of advertising
Explanation
Marketers need stronger privacy-aware data strategies as third-party cookies become less reliable for addressability and measurement. First-party and second-party data can support audience understanding because they come from direct or permission-based relationships. In Amazon DSP, machine learning and signal-based approaches help advertisers reach relevant audiences without depending only on legacy identifiers. These methods support targeting, optimization, and measurement in a changing privacy environment.
Why the other options are incorrect
Third-party cookies is incorrect because the industry is reducing reliance on them, not increasing usage.
Non-digital advertising is incorrect because offline advertising does not directly solve digital identity, targeting, or measurement changes.
Source for verification
https://advertising.amazon.com/library/guides/signal-based-marketing
https://advertising.amazon.com/library/guides/addressable-advertising
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