When Google first announced the deprecation of cookies, the advertising industry was turned upside down. But that was some time ago now, and the industry has since settled into an uneasy state of watchfulness, waiting for the moment they eventually phase out.
There’s been a flurry of solutions thrown about since a cookie-less future became a reality, and greater use of first-party data quickly emerged as the frontrunner. It begs the question – could first-party data fill the gap third-party cookies will create? Get answers in this trends report; access below.
Eight experts in data science and advertising discuss how agencies can leverage first-party data and what the future holds for this space.
