The Cookieless Era: How Performance Marketers Can Stay Ahead
Date: 02nd August 2026, 10:00 AM
Location: Mumbai
The shift away from third-party cookies is changing the foundations of performance marketing, pushing brands to rethink how they collect data, measure outcomes, and engage with customers. In an authored article, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, examines how marketers can adapt to this changing environment.
The article highlights first-party data as an important growth engine, allowing brands to build stronger customer relationships through information voluntarily shared across websites, apps, CRM systems, subscriptions, and purchases. Contextual advertising is also gaining relevance, using AI and natural language processing to match advertising with the content and intent of the user rather than relying on browsing histories.
Senthil also explores how measurement is evolving, with approaches such as marketing mix modelling, incrementality testing, conversion modelling, and server-side measurement helping marketers focus on business impact rather than perfect attribution.
The article further highlights AI’s role in campaign optimisation and the growing importance of customer trust. As privacy becomes a key part of brand reputation, responsible data practices and transparent communication will increasingly shape performance marketing success.
Read the full story here: Link
