LAS VEGAS – Alphabet Inc.’s Google this month began its long-planned effort to give people more control of their online privacy by limiting the use of tracking cookies in its popular Chrome browser. Advertising agencies are working to help their clientele adapt to the loss of a key signal of consumer behavior.

“We’ve been diligently preparing for the deprecation of cookies,” Chrissie Hanson, chief executive of Omnicom Group’s OMD USA, said in this interview with Beet.TV contributor Mike Shields at CES 2024.

The media agency’s holding company set up a task force called Future Signals to develop strategies to cultivate alternatives to cookies, which since the beginning of the World Wide Web have provided a way for marketers to improve the targeting and retargeting of online ads.

“With all the solutions we’ve tested, we’ve supplemented every single one of them with probabilistic and predictive data,” Hanson said. “That’s important in really understanding what it means for the process in which you are working with that data in the most meaningful way.”

You’re watching “Preparing For The End of Third-Party Cookies,” a Beet.TV Leadership Series produced at CES 2024, presented by TripleLift. For more videos from this series, please visit this page.