According to a recent report by IAB MENA, 65 per cent of senior advertising professionals in the MENA region feel unprepared to operate without third-party cookies.
These numbers are alarming, as digital advertisers must prepare themselves to successfully navigate the transition. To address this impending shift, contextual targeting emerges as one of the primary alternatives.
In January, Google deprecated third-party cookies for 1 per cent of its Chrome users worldwide. Once completed, over 80 per cent of the world’s browsers will no longer support these cookies (Arena).
As brands reach out to agency partners to prepare for life without cookies, agencies find themselves with a pivotal
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