In truth, it doesn’t matter when – or if – third-party cookies go away for good.
Despite the industry’s collective hand-wringing, we’re in a moment rife with possibility. The advertising industry has never been better positioned to think differently about how to delight consumers with useful and relevant advertising while continuing to prioritise their trust. Of course, this requires making use of different, sometimes new technologies and tactics and embracing an open mind.
Here are a few recommendations for your advertising strategy as we inch closer to 2024 – regardless of whether cookies disappear.
1. Maximise first-party signals
At first, this may sound like nothing new.
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