After all, it’s about getting your ads in front of the right people.

After all, it’s about getting your ads in front of the right people.

 This process includes the people most aggressively targeted by advisors: accredited and mass affluent investors. It has only recently become possible to target these categories effectively because of advances in technology, data science and data analytics.

Yet as asset managers furiously pursue distribution, the tools for finding and communicating with potential investors are changing. Third-party ad tags known as “cookies,” the essential element in gathering information necessary for targeted online advertising, are on their way out.

 Google will stop supporting them by the end of 2023, while Safari and Firefox already block them by default. Similar restrictions are in the works for mobile platforms. Already firms are finding it harder to target their ads effectively — and this will likely intensify over time.