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Advertisers scramble to plan for the uncertain ‘cookieless future’

It’s hard to be sure of any potential outcome when there are so many question marks over what comes after third-party cookies.

With so much up in the air right now, advertisers are focused on what they do know — Google will remove cookies from its dominant browser sometime next year bar a major u-turn. Whatever advertisers’ beliefs are about how the industry has responded to this deadline, they’re slowly waking up to the idea that the answer — or at least part of it — rests on their ownership of first-party data in the absence of third-party data they’d usually get from cookies.

Full article: Advertisers scramble to plan for the uncertain ‘cookieless future’ | Digiday

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