To many, the imminent demise of the third-party cookie – enabler of granular targeting, which to date has powered internet advertising’s growth – is a problem to overcome. Yet approached the right way, it is a once in a generation opportunity.
The reason’s simple. To adapt to the forthcoming shift to a privacy-first world, brand owners must step up to get to know their customers better, improve their experience – and their business decision-making – accordingly.
And if they get this right, they can expect to boost both their competitive advantage and business performance.
Life beyond the third-party cookie