The future of identity
This article is part of a series of articles from the WARC Guide to the future of identity. Read more.
The need to move away from third-party data has never been more urgent. Privacy regulation like the GDPR and CCPA, as well as browser privacy changes all mean the third-party cookie is past its expiration date.
As a global brand, HEINEKEN USA was already aware of these drawbacks, not to mention the commercial concerns associated with using third-party data as a shared resource among competitors.
While the team was fully aware of the need...