With third-party cookies on the way out, some advertisers are resuming their use of methods they once considered expendable.
Since Google said it would remove third-party cookies from its Chrome browser by 2022, advertisers have been in a bind: They need to find ways to replace the granular audience data they acquire from third-party cookies in order to continue to hit their monthly marketing targets. The predicament is prompting some advertisers to dust off old measurement techniques and increase their reliance on the platform companies that they have tried to keep at arm’s length — all in order to access more audience data.
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