Kinesso, the IPG Mediabrands performance marketing agency, has unveiled Emerging Tech Assessment (ETA), a next-gen solution for brands looking to optimize campaign performance in a post-cookie world. This proprietary tool was specifically designed to assess and mitigate potential performance risks for marketers. 

The ETA provides a unified approach to measuring campaign success through the analysis of clients’ digital media investments – categorizing spend into high, medium, and low risk – in the absence of cookies. According to the company, ETA provides actionable insights, evaluation of digital spend across channels and prioritizes actions based on a thorough risk evaluation. 

The new solution also gives brands access to a qualitative review that examines the readiness of their technological infrastructure to adopt next-gen strategies and improves their preparedness for a post-cookie environment. It offers customization for a personalized approach for each brand, with recommendations and the development of a strategic roadmap in collaboration with brand-side teams. 

“With the cookie drop approaching, clients are actively seeking expert guidance to navigate the intricacies of their future performance and business risk,” says Christy MacLeod, EVP data and technology, Kinesso. “Emerging Tech Assessment has been intelligently designed to not only illuminate the critical areas of our clients’ businesses that represent the highest risks but also to empower them in strategically prioritizing the deployment of many solutions created to fortify and sustain overall campaign effectiveness.” 

Kinesso is currently working to scale the ETA offering so that all IPG Mediabrands clients can use the new tool.