Tag: Critical

It’s no secret that privacy updates are upending the advertising landscape.  Cookie deprecation alone could cost publishers $10 billion and that’s just publishers!  A study from Google showed 75% of people expect the removal of third-party cookies would have a significant impact on core drivers of performance from audience matching to campaign management to reporting to user acquisition. Unfortunately, this loss of data is a big deal in the digital advertising space.  Ad targeting becomes much less effective without cookies and click IDs and while platforms like Google and Facebook are turning to AI to build audiences, they are not nearly as accurate as our old audiences. It’s why advertisers must make a push toward combining what third-party data they have, with first-p...