IBM’s Bob Lord welcomes Google’s cookie alternative as ad targeting capabilities vanish


Bob Lord Senior Vice President, Worldwide Ecosystems and Blockchain at IBM

Episode summary

Bob Lord, SVP of Worldwide Ecosystems and Blockchain at IBM, discusses how the advertising industry must come to terms with the fact that digital ad targeting as we’ve known it is vanishing, and why he’s okay with testing Google’s Federated Learning of Cohorts (FLoC) alternative.

In the meantime, Lord believes it’s imperative for publishers to work together and embrace AI.

Keep listening

Meet our host: Mike Shields

Mike Shields is the founder of Shields Strategic Consulting. Shields covered the ad business for over 15 years at top publications including The Wall Street Journal, Business Insider, Adweek and Digiday.

Get the latest marketing news and expert insights delivered to your inbox