Welcome to the dentsu perspective

Each quarter, we’ll bring you new insights and the latest thinking from the many creative minds across dentsu. Because, like our work, our perspective is always evolving.

A message from Jeff Greenspoon

Jeff Greenspoon, CEO, Dentsu Canada

By 2022, third-party cookies will be a thing of the past. And for advertisers who have relied heavily on this data for ad targeting and attribution, the cookieless future means big changes. Our experts across dentsu Canada have weighed in on the disappearance of cookies, how that impacts marketing and what you can do to make sure your brand is prepared.

1. A cookieless future isn’t necessarily a bad thing – Cookies have taken the fall for privacy concerns, but the reality is they can be used with ambiguous consent and archaic infrastructure. 

2. Now is the time to develop a first-party data strategy – Authenticated data from customer touchpoints will be key. Driven by engagement, first-party data will give you more accurate measurement, higher-resolution audience segments and more effective personalizations. 

3. Data clean rooms will start to offer a solution – Start to familiarize yourself with these safe and joined environments, where organisations from all types of industries combine their data, allowing you to access and upload data in a privacy-safe environment.

4. Earn your customers’ data – Many Canadians are reluctant to share their personal data, so learning what motivates your customers and providing a valuable reason for them to opt-in can help future-proof your organization.

We’re entering a new era, but in a time when our market research describes a world that doesn’t exist anymore, there’s no better time to transform your data and define a coherent, realistic first-party data strategy and yourorganizations will be relatively well-equipped to navigate the cookieless future.

Until then, stay healthy & safe.


Our latest thought leadership

Forging New Frontiers

Female Foundry is here to empower Canadian female founders with the tools and resources they need to launch and grow their business. Our latest whitepaper explores why the need for female entrepreneurship in Canada is essential in times like these, and what’s holding back Canadian women from shattering the glass ceiling.

Download the whitepaper>

A Conference For Female Entrepreneurs

Our Forging New Frontiers week-long conference took place March 8-12 and was filled with inspirational speakers and thought provoking panels. ICYMI the recordings of each day are below!

If you’re interested in attending any of the future events reach out to Kate Dobrucki and be added to the list.

Register for Upcoming LiveTalks

eCommerce LiveTalk: dentsu + Shopify

Our integrated dentsu and Shopify ecommerce team give you expert advice on how to make the most of the booming digital retail space.
Pre-register for this event>