As brands and marketers start to address what they’re going to do in this cookie-less future, many are starting to build first-party relationships and incentivise direct engagement.
Emptying out the cookie jar: Challenges and opportunities for marketers
As brands and marketers start to address what they’re going to do in this cookie-less future, many are starting to build first-party relationships and incentivise direct engagement.
The IAB is promoting the idea of a consumer value exchange. In their recent IAB 2021 Outlook report, IAB questioned “Are we operating in a way that provides a clear value exchange to consumers, in the long term?”
Scott Cunningham, Founder, IAB Tech Lab explains when marketers are moving away from cookies aka third-party data they have to move somewhere, that somewhere is first-party data
“Everybody else in the middle of that is an intermediary, from the big agency holding companies
