Most marketers now accept that it won’t be long before the lid is finally slammed permanently shut on the third-party cookie jar and all the customer-targeting it offers. This is despite Google pushing back its plan to remove third-party data tracking technology in Chrome by the end of 2024.
With other browsers having already removed third-party cookies, a new privacy-first age is dawning. But where do marketers go from here? At a time when an unprecedented amount of consumer and machine data is being generated, what can marketers safely access and how can they best use it to understand the...