Exchange Wire
May 27, 2020
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When Google announced earlier this year that it would be phasing out the use of third-party cookies in Chrome within two years - following similar moves by Mozilla’s Firefox and Apple’s Safari - it heralded in a new era of digital advertising.
There are of course challenges to navigate; marketers who rely on the use of third-party cookies in order to create personalised and targeted ads will have to reconsider the fundamentals of their audience strategies.
“We need to talk frankly and honestly about identity and understand why it is breaking down at a macro level. The industry needs to take a step back, define what we’ve gotten right and wrong and really rethink how advertising should work today, particularly how identity and data associated with identity is collected, used and shared. We cannot and should not maintain the status quo.” Julia Shullman, chief privacy officer & general counsel, TripleLift