 Thank you so much for the introduction. I think with every challenge, there is an opportunity. And when there is an opportunity, there is a possibility of innovation. I think she already defined, we are talking about the death of cookies. Basically, death of third party cookies. And what is it for programmatic? It's like a thread. So we'll have a deep down inside discussion with the panelists. And these are like a basic group. I'm sure we'll have a lot of insights coming from there. From this note, I'll need to lose myself. My name is Bharat. And I will make sure that I'll keep this group alive because you are welcome back from the lunch. I hope you had a good lunch. And I'm sure it is a responsibility for the panelists to make us very engaging and informative about this topic. I think I already have my notes with myself. So I can note it down, go back with a lot of inputs. With this topic, I think maybe as I think she already introduced that since 1994, possibly we are using cookies, right? It has evolved in different directions. From being only a recording as a publisher or a web session. Now it has evolved into a tool. It's like a great tool for us to targeting, retargeting, major or absolute, correct? All these things have been revolving cookies. I think but they never were doing, evaluating or evolving this cookie as a mechanism in the visual ecosystem. We somewhere compromised towards our consumer as a privilege, right? As a user, we as a consumer, we somewhere compromised. So let's hear from our panelists. Especially after mega news coming in the pitch that says that cookies getting depleted, things are changing. Finally, Google is making it happen. Let's learn from our panelists, saying what exactly they can have to share because we have so many question marks. I think let's start with a very straight forward question to Kunit first. What is it you'll see a future of digital or programmatic without cookie? What is it like a cookie less, which of us? So let me take a step back. You gave the reference of 1994. Let me start from there, you know, how the world of advertising has evolved. And it is not, you know, like, this change is happening for the first time. In 1994, Kunit said, one, the world saw, you know, its first ever online winner from 80 years ago. Another thing, in the same year, there was an engineer called Moe. He invented cookie with keeping the thing in mind that if I can track and store the user activities, I can give a better user experience. So remember, it all started from giving better user experience. But in the next year, 1995, Double Click got founded. And those engineers thought, hey, I can take advantage of this cookie thing. I can serve ads throughout the internet. Then Double Click grew and in around 2008, Google bought Double Click. And it became sort of mainstream. The programmatic became mainstream. In 2016, GBBR came. CCPA also came around that time. Now in 2020, Google announced that now we are deprecating the third party cookies. Now we are discussing it. It is the mainstream topic. But if you see the life of market years changed in 1994, because before that, there was no digital market. I'm coming from Delhi and relatively, Bombay is a bit hot. But let me tell you, friends, the winner is coming. And it will be a cookie last winter. How to prepare for that? See, it is not like the entire world will stop. It is just third party cookie that is going to stop. But how is it going to affect you as digital marketing? If you look into your own advertising accounts, around 70% to 80% of remarketing runs on third party cookies. And next year, there will be no third party cookie. Starting next year. So better prepare for it. You still have the first party data. So prepare to collect and grow your first party data. There is a lot. Recently, if you have read that 25 days long, you know, the DPDP will, to collect your first party data, you need consent. So how the future will look like? If I need to sum it up in one sentence, consenting identity is going to be the currency of the future. So if you need to collect something, collect this currency. Thank you so much. I think with this, I saw a lot of people are investing towards something called consent management platforms. Which is like a new Jaganpura for us all of us. But I think it is very important to balance as a consumer PBC. I think that is important. I think you are talking about the first party data. I think I would like to ask you to cater. You don't seem to expect the same. How industry should cope up with this? Is there a specific strategy as a marketer or as a person in a digital lab industry which you would like to understand? Or give more your perspective words? How to take care of the first party? Is there a specific strategy? Is there a specific thing you need to invest on? What does it give us? First of all, thanks for inviting me. It is a pleasure to be talking in front of this audience. Thank you so much. Thanks for the question. I think it is good to see that Pomi started with BQPD of Cooke. So it is good. Winter is definitely coming. I think the point I want to stress first is on the first party data because that is what we have in our hands. The more we deep dive into it, I think that is the gold mine which probably we have not explored or sort of unheard because we are depending on third party data. So I think that is where we need to go deeper and let's look at some of the brands. Let's look at probably Amazon or Netflix. Amazon knows that whenever you go to add something on the cart based on the first party data, you already have some brands. Nachi used to say that okay, add this also as well. So they are also investing a lot of time in first party data and coming I think from a true color perspective, we recently launched a campaign in tier 20 markets and what we try to do is that look at deep dive into our internal cohorts because we have around close to 350 million users and see what are the kind of results you get at the top funnel and also at the bottom of the funnel. Surprisingly with this, what we have seen is that we have got good engagement rates and good click through dates through again analyzing the first party data. So let's not forget that it's a gold mine of data and we need to sort of get deeper into it. Ultimately, necessity is a mother of intention. If you don't have it, you have to rely on them and you have to dig deeper. I think that's a good perspective, Ketan. Thank you for sharing, especially from two color perspective where you're launching certain campaigns on this. So Nachi, I think I would like to understand from you since you're a technology guy, right? How technology is enabling us right now to overcome this cookie deficiency. We know that it's going away but what is it that from a technology perspective, technology is saying that you are viewing how can we make it more? Sure. Either way, guys coming, I think take your jobs now. And, guys, I relate to the trading topics when the kids are talking about it, right? Those topics are real. I was talking to my doctor. She is 10. We were having conversations and she was browsing and she saw that except cookies, and reject cookies buttons and she started talking about it. She asked me, what is this? Sorry, Marathi, talking Marathi. Those are not Marathi, so tag what is this, right? We watch Bollywood movies. I started explaining that cookies are like this and they expect you to say yes so that they can start following you and they can give you relevant content or ads and she's like, why would I share it? Why would I give it? She's like, I'm going to do it. These kids, 9 years, 10 years old kids they understand that it's a privacy. They don't want to share their behavior and it's intrinsic, right? They have not thought about it. I'm sure she wouldn't have read anything about it but it's intrinsic, right? And that's where the future is, right? The privacy is real. While you and me might ignore it but the next generation is not going to ignore it. They are not going to give out their details easily to anybody out there. Whatever incentives you throw up to them they don't care about it, right? So that's the reality. Let's face that. So it's coming and it's hitting hard. Coming to the tech, I am just stupid. Before we talk about tech, first thing is to assess your current scope and current within current text options, right? How much are you really reliant on Kripari cookies? As a company, as an organization, are you really reliant? Some may not be, some may be, right? It depends on the vertical, the business that you are in. And then you need to start thinking about the cookie strategy, right? It's not like cookie is going to go overnight and you will never operate upon it. Right? Do you know it? The challenge is we are not going to act upon it, right? And you need to act upon it now and it's going to take, it's a journey. It's not going to happen overnight. So a lot of thinking needs to go into it. How much of first-party reliance that I have? What are the data segments that I am targeting? What those data segments are reliant on cookies or they're not random cookies? Are there take options available which I can feed into my tech stack which takes care of GDPR, which takes care of user interest, user privacy? And can I use those data points, use those companies to start building my tech stacks and feeding that data out, right? And we're just discussing, you know, as Pamela said before, right? It's not coming to the full circle. All of us will remember early days of digital planning by execution, you know, selling. We started with what? This is the vertical IMN. I am a travel client and I want to be seen in the travel content, right? That's how the planning used to happen. Slowly and steadily we're getting back to it. We're calling it contextual now, right? But it's no longer just a travel client and a travel content, right? The content is going to change. The behavior is going to change. There are multiple simultaneous activities that your consumer is doing. So how you're reaching your end consumer contextually, how you're choosing those tools which are giving you right signals, right context, how ontology, how semantic science is getting into the place. Those technologies are going to help you form your next steps on under targeting strategies and teaching to the right audience in the right environment. This is very basic. You move a cycle at once and that we're all talking about attention, right? So going beyond your CTRs, VTRs, views, etc. All your consumers are being thrown thousands of ads on a daily basis, right? And grabbing attention is now absolutely impossible. So how do I major attention of my communication? How do I optimize on attention and not treat it to the traditional matrices? So the tech is going to help answer all these questions. I hope, you know, it should solve a lot that everybody is worried about. And you are bang on saying it is great technologies there to support us. I'm sure innovation will happen towards it. And I'm sure as a marketer, all of us are, even if you're a publisher, or you're a technology company, or you're a advisor, I'm sure everybody will give down, make sure, look at what you said, go ahead, split it, make sure you put it inside. I think that's very insightful. Thank you for sharing this. I think with this pointer, you're also talking about example of your daughter that you mentioned about. Now I understand from coming people like to understand for you, since now everybody, like regular people talking about privacy, et cetera. But now everybody in the forum that I have for other than this thing, and I'm practicing in the last few questions also, people are talking about personalization, you need to talk to your customer one-on-one. It is very important to understand your customer and some kind of communication which establishes relationship and stickiness to your customer. Now what is your thing from that perspective? How you would like to, what do you think, how do you balance between the privacy of your consumer and also look at your targeting opportunities? Do you think it is something that more difficult now? Or where is the balance going towards? Do you think personalization should not happen only on your customer, outside customer? I would like to understand your perspective. Thanks for having me here. So I have a little bit extra before I answer that question. So I don't believe in privacy. So any second. I think we don't believe in privacy. I think third-party booking has been an easy way out. That's why people have actually not innovated enough. So in my view, the amount of innovation we see now, like if you look at solutions like new ideas or device ideas or learning of cohorts. So actually the real things are coming now. Very similar to during COVID times, the innovation on the video channel, the video, all the video conferencing tools were so high-high. So I would say this is the amount of innovation. So in my view, significant innovation will happen now, which actually somewhere all the good marketers are waiting for. And the third-party booking in my eyes has significantly diminished. So maybe I'm not the regular marketer, but I've seen it diminishing significantly in the last three to four years, maybe five years. It was pretty high earlier. So that way, I would believe that we actually go into a very golden age where a lot of these issues will go away and we'll have really innovative solutions. And the very things that have been happening in the last two years in the announcements came of a clueless word. It has been delayed, but a lot of new innovations are coming. In terms of privacy, I guess I don't think there's a balance, to be honest, because even today, wherever there is privacy to be respected is being respected. Where it is not respected is not respected. And in the future also, with good dealers also, people who don't respect privacy will do all sorts of things, will do. So in my view, it's a matter of continuous, there's no balancing. People who are balancing are balancing today also. We have always, personalization is critical. So personalization innovation has happened a lot. First party personalization really, really works. If you're able to look at your, if you build your CDP well, CDP-like technology well, and the third party bookies will go away and convert into mostly cohort-like targeting. And cohort-like targeting has been there for six, seven years in some ways or the other, not to just become more hungry. So that way I think we will actually get into a very golden age, right? We'll get out of that re-targeting used to this slide now and all that is gone away, right? So cohort-based targeting, lead-based targeting, behavioral targeting, all of that will come in. On top of that, you will have personalization of your first party. So you can actually, the kind of technology coming in now, you can actually personalize on the fly, right? Personalize on the fly is not that straightforward when you're not in a multi-product business. So that's something that will happen a lot. And people who have to evaluate the privacy will like me. People who do not have never done that and in the future also they'll find a way out. So in my view, balancing is about intent and not about technology. And whatever you do, technology will always have both sides. It will always be ethical hacker and ethical hacker thing. So that's my view. Maybe a little counterintuitive but that's my view. I think when you have ignited the debate, you're actually not fulfilling the debate. But I did a lot of stuff, like you said, from my perspective. That's all opinion because I think consent from every user who is browsing the internet is mandatory. It's important. You as a marketer, I would love if you do anything which is not without concern. If you look at global scenario, as an Indian also, I think we should respect more. I'm not saying we're not, but I think we should respect more. But I think that's the same. You're talking about CDPs, but you're saying that I will not respect that consent. I think these are two different areas you spoke about. I think that's interesting. That's what we are repeating right now. And the second point is, while we are exploring towards using of more cookies, I think dependency of third party cookies have gone to next level. Instead of you saying it is low level in my perspective, of course. And of course, I will take other opinions. So because now with measurement tools coming up in the market, the kind of attribution we never did it before, because of thanks to third party cookies that always enabled us to get more information we never had before. But I think it is not, since I'm not a speaker, I'm only the moderator. I'm sure I've not ended the debate. I will be on the outside, and I'd love to hear from Anshuman. What is your opinion towards you as a marketer? What is your strategy to audience targeting now in this mix where you only have first party, you can't do third party, you want to change it, it's like same, give your strategy as an insight that we should have more access to. That's a nice question, I would say. If I put it across, this is my perspective, coming in of first party cookies on more priority and third party cookies going up, I don't see much of a change when it comes to top funnel media that we are doing. Top funnel media, there were affiniting markets in place, now Flock is coming into picture, which is almost in the same lines. So my top funnel media is not going to impact. But if I look at from the bottom funnel perspective, definitely there will be some challenges which we'll have to get the tool. We'll have to focus more on first party data, so which I feel as we, I representing a CBJ industry, something where we need to look at, can we build a CBP in-house, can we focus more on first party to reach out to our users. So that's what we'll have to think through. Second point, I also want to cover from coming back to the same circle, contextual targeting. Now, obviously we will be doing it, but how deeper we can go on to contextual targeting, that will be another game changer that we can look at. Simple example from my standpoint is APIs. For example, can you use to make it more contextually relevant, can you use some API integration, for example, or whatever, and make it more relevant for the customer and some personal acquisition. That is something which we need to look at. Lastly, I also, not from marketing standpoint, but in general, one thing that I was reading, there was also a question about ad fraud. People were saying, because third party cookies are going out, the environment will be more ad safe, but I don't see it as a challenge also, because third party cookies, the tracking for ad fraud standpoint, it's the game boss, right? Same problem is still there. So overall, from marketing standpoint, I don't see much of a challenge or a disruption happening. Lastly, attribution is one thing that will obviously, I feel, will have challenge, because you will not be able to track the users across the overall ecosystem. So there will be some impacts, which I think we also as marketers need to figure out how it will happen, with technologies coming into place. What we are trying to do internally, you are trying to bring strong towards how to invest, where to invest first party, and how do we, I think maybe supported you, I think, yeah, I can see that through. I think before we end, I would like to understand from all of you, maybe anybody of you can pick it up, like to understand what are the main pain points that you see a world without cookies. Of course, now third party bear establishes only third parties. And especially pain points that anybody of you would like to highlight, like to share with the group saying, this is what is the pain point for me, this is what I need to learn. Anybody who would like to. One thing I feel like, one problem which may emerge, right? There can be certain powerhouses like the Big Take can become more powerful in some ways, because what happens is that some solutions like universal ID, may have some control somewhere. I am not very technical. So you help me understand. So for example, if you use universal IDs and all, right? So some of, right now, when you do a third party you have a lot of options, right? But then there will be certain amount of UIDs kind of a setup. You can correct me if I am wrong. Yeah, yeah, yeah, yeah. So then what is happening is there will be some control system which I am trying to read and understand. Which I believe there is some amount of risk there that you will have actually more massive power somewhere which is not good, right? More democratic is better. So that I am still trying to learn, but that is not possibility as sometimes we... Can we say that, I think, the key to for this is maybe we do more experiments and see whatever we are getting through us from technology side, working for us or not. Coming. That's the pain point. It's not a pain point, but accepting that this is I believe and getting into action, right? Because it's... Yeah, I mean, it's being discussed forever, but something will happen. When do we take action and just to add on to it, right? Test, learn, optimize, right? And it's no longer AP testing. You need to be on a beta mode continuously, right? Because nobody has an answer. That's one of this. Yeah. So you need to learn. You need to test a lot. You need to learn a lot and then you have to identify what suits you best. That's one very difficult exercise. Yeah. I think what the... I wanted to say is that look-in-words, beta, all the... I can do it. It's pre-meditation. It's not for sex-hours, but I think look-in-words, and that is where it is. Look at your CRM data also, through appropriating tools. I think those are also goal-mind of information. That's what it is. I mean, it's going to happen eventually. But I would like to understand from you, Ketan. What is exactly the... Any specific challenges that you feel... The challenge is attribution. That's the biggest challenge which I feel will happen. Because you will take care of top of the funnel. I feel that. This is the bottom which is going to take a lot of challenge. And that is where I feel you need to dig deeper into the data of what you have. There's one area right now where it defies a gap, where you can innovate this attribution. Yeah. Okay. That's the one takeaway I think we had there before. The price. Anybody who's sitting here, there's something that's been going for marketer. For media by, I feel, read disruption will come to some extent. Okay, that's interesting. Yeah. Because I feel not many players will also be kind of phasing out. There will be monopoly players. We can... They can somehow make an impact on the media by doing things that we do. So that is something which I... So what are the correct methods for understanding this? Because you're talking about 30,000 feet. Like to go down. Is it you're talking about maybe technology innovations from previous companies that you possibly can ask for? Yes. Okay. Because obviously the publishers of the platform will be investing in all these technologies, right? They will be trying to collect a lot of data. And that may or will have an impact on the kind of CPM statement back. They will try to put an additional layer, which will impact our... We as advertisers will impact on my... Okay. Which I... One point I never thought of. We're looking from a client perspective. Okay, that's interesting. Okay, that's... I'm supposed to be noted on this. I think you'll end up with, in case, what is your like to... You should end up with... So one point, you know, about the big tech. Also let me add to that. Have you liked it? Let me like it a little bit. So there is a... One of the reasons I really like it. I'm not going to take the name, but you know which big tech it is. It is the same person. So yes, the big tech will become bigger. My dear. Stop that. Now let me be the devil's advocate. I'm not going to scare you, but like I mentioned earlier, first thing that we need to do is invest in good CVP. Start collecting first-party data. That is one. Second, the bill is coming. The DP. You need to collect data with consent. Now, what is consent? How to do that? If you have seen the movie, Gains of Washing, where, you know, the late side, the hero puts hand on heroines, you know, the heroine's hand, and the heroine says, what are you doing? And she says, sorry. She says, you should take permission. First-party data, take permission. And with that, there was another movie. No means, no property. The user has the right to take back the consent. And once the user does that, no means, no property. And not show the ad anymore. So that's second. And the third thing, more, you know, I'll discuss maybe on the third topic, you know, later on, that is going to change the life of digital marketia. More than the third-party cookie will change. And that is AI. If you have experienced the chat, you know, anything, anything, you know, that. I had the first-hand experience of that. It gives you, you know, sort of a peek into the future. Because you can interact. Any person can interact with that AI. Whatever most of digital marketia we are doing today, most of that work can be done by AI. So third point is, look into that AI world and think how can you take advantage of that and make AI work for you. AI will take your work. Meet about with you. Meet with you. 100 jobs, I guess. Some of the things we were speaking from chat into YouTube. So we are just cooking as well. I think I want to conclude this as an auditor, but I think thank you for the great job. We have taken my side also. I think before I, you know, was standing to this forum, I was, I see a lot of people saying, cookie is staying, this is a world without cookie layers. I don't know what we'll do, what will happen, we have to do investment. But I think after this discussion, and I'm saying very frankly, I never thought in it that marketing saying this, I just have to invest in cost by data. That is more important. I need to look at what I'm doing, investment towards what I'm doing in terms of personalization. I think it's like a my opening for me. I'm sure from a technology companies or people who are sitting there, it's about advantage for all of you to care for all of you to make something there so that we can support the marketer. But I still say the concept is very important. Let's have much more balancing between how we do, talk to our customers one-on-one and how we're able to take a consent also and make sure the future generation which is coming up as you get said, it is very, very important to respect that and they are more aware, they're more involved and then they can use more digital than us. So it is very, very important for us as this generation to do something which is much more meaningful with the best balancing between how do we able to take our strike towards our businesses, use our targeting, etc. But they respect the future for you. I think they can kill a lot of stuff that we do. I think that is what, look at the kids and then you do it something. That's the secret of our talk. So that's why it's a radical topic. It's okay, bye. I think thank you all of you. I think it's been a wonderful parallel. Thank you so much for your time. It's very insightful thoughts. And thank you all of you for being with us and it was a great discussion. Thank you.