The WARC Guide to The future of identity

Provides new thinking and best practice on the future of identity.
  • From 2023, brands will no longer be able to use third party cookies to track consumers online, so it will become harder to deliver personalised ads, and to manage campaign reach and frequency.
  • An ever growing patchwork of national and regional data privacy regulation is giving consumers greater control over their identity.
  • Brands with access to authenticated first party data are best placed to thrive in a post cookie ecosystem.
  • Brands can benefit from data partnerships with publishers, which have access to authenticated audience data....

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