The Future of Online Targeting

Driving Sustainable Growth with First¿Party Data
Erscheinungsjahr 2026
ISBN: 978-3-658-51540-9
Verlag: Springer

Buch, Englisch, 142 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 236 g

This book examines the transformation of online targeting in a world of increasing privacy regulation, declining third-party identifiers, and growing reliance on first-party data. It provides practical guidance for marketers, technology teams, and decision makers who need to build sustainable digital advertising and data strategies.

The authors explain how organizations can develop privacy-compliant targeting capabilities based on first-party data, identity resolution, and modern marketing technology architectures. They evaluate emerging approaches from both advertiser and publisher perspectives and show how companies can maintain effective targeting, measurement, and personalization in a cookieless environment.

Without consistent and privacy-compliant customer recognition across touchpoints and devices, organizations risk fragmented customer views, inefficient advertising spend, and unreliable attribution. This book outlines concrete strategies to overcome these challenges and build a future-ready foundation for data-driven marketing.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Rashedi, Jonas

Rohweder, Dirk

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Fundamental terminology and theoretical foundations.- Principles for data management in online marketing.- The previous role of third-party cookies.- Developments related to third-party data cookies.- Strategies and solution approaches: first-party data strategy.- Strategies and solution approaches for matching.- Recommendations for the stakeholders.- Best practices for publishers and advertising companies.

Über Autor(innen)

Jonas Rashedi is an entrepreneur, podcaster, and author of numerous specialist books. He is the Chief Digital Officer at FALKE. With over 16 years of experience in e-commerce, media, and retail, he specializes in data strategies, marketing automation, and artificial intelligence. His podcast reaches over 220,000 streams per month.

Dr. Dirk Rohweder brings more than 30 years of leadership experience in telecommunications, consumer goods, consulting—including roles as CIO of T-Mobile and the Paulaner Brewery Group. Since 2016, he has been co-founder and COO of Teavaro, where he drives marketing identity management and first-party data strategies. His focus is uniting AdTech and MarTech to build identity and activation infrastructure for marketing—helping brands act earlier on customer intent.