The Future of Online Targeting

This book analyzes current developments in online targeting and provides practical strategies for marketers, technology teams, and decision makers who need to define the long-term direction of their digital marketing capabilities. The authors outline actionable approaches for building future-ready, efficient, and privacy-compliant targeting based on first-party data. They evaluate emerging solutions from both advertiser and publisher perspectives and explain how companies can maintain effective targeting in a world with increasing privacy requirements and declining third-party identifiers. Without consistent, privacy-compliant user recognition across touchpoints and devices, organizations risk losing targeting capabilities and developing fragmented customer views—with direct consequences for analytics, attribution, and marketing performance.

The Authors
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 “My Data is Better Than Yours” 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.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.