ALTERNATIVE STRATEGIES FOR TARGETING AND MEASURING CAMPAIGN EFFECTIVENESS IN THE AGE OF COOKIELESS MARKETING

The article discusses alternative strategies for targeting and measuring the effectiveness of marketing campaigns in terms of rejecting third-party cookies. The author analyzes the key challenges of digital marketing related to stricter regulation of personal data and changing consumer behavior. Based on the desk analysis of secondary data, the main approaches to targeting (using proprietary data, contextual advertising, unified identifiers, cohort targeting) are identified and technological solutions for cookieness marketing are described: customer data management platforms (CDPs), clean data rooms, consent management systems, identity resolution solutions, and Privacy Sandbox tools. The paper provides up-to-date statistical data on market dynamics and discusses the problems of introducing new technologies. The conclusion is made about the need for a comprehensive transformation of marketing processes and the transition to ethical and sustainable models of interaction with consumers.