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Publishers have long held that first-party data is one of the most robust solutions for cookie deprecation, but evidence suggests they need to learn better ways to use the data. Given the challenges and bashing of Google’s Privacy Sandbox , a reprieve from cookie deprecation may be in the offing.
Google’s final deprecation of third-party cookies on Chrome next year will send yet another shockwave through the broader digital industry, along with a host of other global privacy initiatives. We’ve seen the impact of Apple’s App Tracking Transparency (ATT) feature and the deprecation of IDFA.
It also allows for the seamless execution of innovation and the ability to test and learn to future-proof for the post-cookie world. Through bi-directionaldata-sharing between buy and sell side, in addition to sharing the goals each has for a given campaign. How does transparency influence performance?
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