{"id":22891,"date":"2022-12-12T23:07:58","date_gmt":"2022-12-12T23:07:58","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/mondelez-brands-is-ready-for-a-cookieless-future\/"},"modified":"2022-12-12T23:07:58","modified_gmt":"2022-12-12T23:07:58","slug":"mondelez-brands-is-ready-for-a-cookieless-future","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/mondelez-brands-is-ready-for-a-cookieless-future\/","title":{"rendered":"Mondelez Brands Is Ready for a Cookieless Future"},"content":{"rendered":"

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First-party data is at the top of the marketer\u2019s wish list this holiday season. But actually having the systems, structures and privacy compliance procedures in place to enable transactions with first-party data is another story. Michael Lampert, director of global marketing data strategy and CRM Lead at Mondelez, took the stage at Adweek\u2019s NexTech Summit to detail how the company embarked on its first-party data collection journey and how it\u2019s evolved into a significant growth engine.\u00a0<\/p>\n

Embracing life without cookies<\/strong>\u00a0<\/h4>\n

According to Lampert, Mondelez decided a few years ago it didn\u2019t want to be involved in third-party cookie targeting and started working on a strategy to find a new way to target consumers.\u00a0<\/p>\n

\u201cWe spent the last five years and multiple millions of dollars building out an ecosystem that allowed us to not be reliant on cookies,\u201d he said. \u201cSo for us, if the cookie went away tomorrow, it wouldn\u2019t make any difference.\u201d\u00a0<\/p>\n

The power of the value exchange<\/strong>\u00a0<\/h4>\n

Lampert said Mondelez takes the value exchange part of its first-party data strategy seriously.\u00a0<\/p>\n

\u201cWith that raising of the hand comes great responsibility,\u201d he said. \u201cIf someone comes to us and says, \u2018my name is ___, and I\u2019d like a relationship with the Oreo brand,\u2019 now the expectation is that we have to deliver something of consistent value while maintaining a complete and irreversible respect for their privacy.\u201d\u00a0<\/p>\n

According to Lampert, being able to provide consumers with things they consider valuable starts with tangible use cases and consumer platforms that are based on insights.<\/p>\n

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\u201cIt\u2019s figuring out, for example, in a country like Brazil that has multiple Mondelez brands, do you want to have 10 different websites for each one of the different brands or one website for all? You have to figure out what is the insight that says, \u2018the platform for Oreo in Brazil is going to be family.\u2019\u201d<\/p>\n

According to Mondelez, you can\u2019t be a brand that has any value exchange with consumers if you don\u2019t respect their privacy. He encourages marketers to embrace consumer privacy instead of fighting it or wishing it away.\u00a0<\/p>\n

\u201cAny industry and every brand must\u2014and should have been\u2014preparing for an environment that acknowledges that privacy and regulation are not the enemy of personalization but what this must be built around.\u201d\u00a0<\/p>\n<\/p><\/div>\n