113. Historical Background on Cookie Targeting with Nish Desai
In the Sensei’s Corner this week, we welcome Nish Desai, director of technology and partnership with Xaxis. Founded in 2011, Xaxis is a programmatic media company that empowers its clients to reach out to their customers through different touchpoints. Today’s episode was recorded just short of a year ago, and we discussed when Google first announced third-party cookies deprecation and the effects they can have on ad spending. Although Browser IDs will not be a tangible solution based on Google’s latest announcement (in 2021), the conversation with Nish really brought up some historical explanation on Cookie targeting and additional resource to consider (in 2021)
Nish and I recorded an updated episode that will be published next with newer information based on the 1Q 2021.
Timestamp:
00:00:28 – Who is Nish Desai
00:03:06 – The challenges to face with Google’s announcement
00:07:51 – Browser-based ID solutions
00:10:33 – How realistic is the browser-based ID solution
00:15:06 – The effect of this change on Nish’s team’s strategy
00:19:08 – Changes with traders
00:21:10 – An experience wherein he saw DEI being done wrong
00:23:00 – Fun facts about Nish Desai
00:25:41 – The latest book he read
00:26:37 – Advice for new people in the industry
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