As the digital landscape rapidly evolves, marketers face a pivotal challenge: how to deliver seamless, personalized customer experiences and maximize ROI as third-party cookies disappear. The answer lies in bridging the gap between MarTech (marketing technology) and AdTech (advertising technology)—unlocking the full potential of first-party data, unified customer profiles, and privacy-first data collaboration. At Publicis Sapient, we help organizations future-proof their data strategies by integrating leading platforms like Salesforce Data Cloud and AWS Clean Rooms, empowering brands to thrive in a cookieless world.
The deprecation of third-party cookies is fundamentally reshaping how brands target, engage, and measure audiences. Marketers can no longer rely on legacy tracking to understand customer behavior or optimize ad spend. Instead, the focus must shift to building robust first-party data assets and activating them across the entire customer journey—from acquisition to retention.
This shift is not just about compliance; it’s about opportunity. Brands that master the integration of MarTech and AdTech can:
At the heart of this transformation is the ability to collect, unify, and activate first-party data. Fragmented systems and siloed data have long hindered marketers’ ability to truly know their customers. By leveraging platforms like Salesforce Data Cloud, organizations can consolidate data from every touchpoint—web, mobile, messaging, in-store—into a single, actionable customer profile.
This unified view enables:
With privacy regulations tightening and consumer expectations rising, secure data collaboration is essential. The integration of Salesforce Data Cloud with AWS Clean Rooms—through solutions like the Unified Audience Accelerator—enables organizations to:
This approach empowers marketers to activate audiences across channels—digital, social, messaging, and beyond—while respecting user consent and privacy.
To succeed in a cookieless world, organizations must adopt a holistic, outcome-driven approach. Here are key strategies to consider:
Publicis Sapient has helped leading brands across industries—from retail and quick service restaurants to financial services and healthcare—transform their customer engagement strategies by bridging MarTech and AdTech. For example, a global restaurant chain unified customer profiles and IDs across 1,500+ locations, enabling hyper-personalized campaigns and realizing a potential $470M revenue uplift over three years. In financial services, integrating Salesforce and conversational platforms has empowered organizations to deliver compliant, real-time engagement while breaking down data silos.
Our approach combines deep industry knowledge, proven frameworks, and a robust partnership ecosystem—including Salesforce, AWS, and Meta—to deliver measurable business outcomes. Through collaborative Value Alignment Labs, we help clients rapidly identify opportunities, map high-impact use cases, and build actionable roadmaps for transformation.
As a leader in digital business transformation, Publicis Sapient brings together strategy, product, experience, engineering, and data & AI to help organizations:
The cookieless future is here—and the brands that act now will set the standard for customer experience and ROI. Connect with Publicis Sapient to discover how our expertise and partnership ecosystem can help you bridge MarTech and AdTech, unlock the power of first-party data, and deliver the privacy-first, personalized experiences your customers expect.
Let’s shape the future of marketing—together.