THIRD-PARTY COOKIE PHASE-OUT
Everyone in digital marketing needs to prepare for the phasing out of the third-party cookie and start learning about alternative identity solutions. Originally designed for e-commerce in the 90s, the inadequacy of these cookies for data-driven advertising is blatantly apparent in today’s omnichannel landscape, particularly with emerging channels such as streaming TV and audio, where users tend to be logged-in and cookies are absent anyway.
Advertisers need to have a robust strategy on how to leverage 1st Party Data and understand new identity options. Publishers require a reliable strategy for authentication of their readers in order to enable precise target
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
