Third-party cookies are hanging on, but Epsilon says brand marketers should still focus on first-party data

Rachel Cascisa emphasizes the importance of brand marketers continuing to test cookie-less targeting solutions, regardless of potential changes in Google's approach to third-party cookie deprecation on Chrome.

Marketers are significantly less prepared for the disappearance of third-party cookies in 2024 compared to 2022, according to recent studies by Adobe and Epsilon, with estimations of a steep drop-off ranging from 70% to 80% in the advertising ecosystem.

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