As the cookies crumble, it’s time to get your customer data platform in place
AdTech is evolving. The ‘death of cookies’ has been talked about for a while now and whilst Google is delaying the funeral, we all know that it is coming.
Data Management Platforms (DMPs) which use cookie-based targeting to track and target users across the web were all the rage a few years back. However, these are increasingly seen as end-of-life now due to the privacy restrictions in Safari and Firefox browsers and growing use of ad blocking technologies within Chrome.
As we say our final goodbyes and ready for the death of cookies, it’s clear that the industry is looking to first party data as the panacea to the breadth of challenges we face once cookies finally kick the bucket.
