Audience targeting: Why losing cookies may not matter

Audience targeting using third party (3P) cookies is under pressure from privacy regulations.

The COVID-19 crisis and the tough economic conditions halfway through 2020 are forcing most marketers to re-evaluate their digital ad spend, the vendors they use, and the effectiveness of their digital marketing efforts. Well documented examples in r in cost savings by cutting the number of agencies they used by half, and an additional $400 million by simplifying and shortening the digital advertising supply chain. They also and saw no change in business outcomes.

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