With the planned deprecation of third-party cookies in Chrome coming next year, The Financial Times is using a solution designed to help marketers replace—and potentially improve upon—one of the cookies’ most vital functions: ad frequency capping. And early indications of its success are encouraging.
Introduced earlier this year, the publisher’s frequency optimization tool aims to give advertisers a cookieless means of measuring and fine-tuning ad exposure across The Financial Times’ ecosystem, said media director Lucy Marchington.
The technology, which lets the publisher more precisely control the number of times a user is exposed to an ad campaign, can improve brand recall and lift—metrics used to measure the performance of a brand marketing campaign.
