REGIS WATRISSE

REGIS WATRISSE
Managing Director
Mediascale

Programmatic in the era of enhanced tracking protection

With increased pressure to bend to the calls for consumer privacy, corporations and governments are doubling down on regulations to block third-party technology that targets consumers. Recently, those winds have produced GDPR, Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) initiatives. All are meant to protect consumer privacy, and all have created roadblocks for the advertising programmatic ecosystem. That’s because programmatic entities rely on third-party cookies as the foundation for user-level targeting, retargeting and measurement. Without them, marketers can’t target users with highly relevant ads and determine whether those ads lead to sales. But there are some turnarounds that Régis Watrisse, Managing Partner at Mediascale Benelux, is going to explain during this conference.