Despite continued delays, Google's planned phase-out of third-party cookies has left the industry scrambling for solutions. Only 8% of marketing professionals are fully prepared for this transition, causing a sense of panic in the digital advertising landscape.
Marketers should not expect one-to-one cookie replacements from alternative data sources due to limitations in scale and cost. However, these new sources can provide unique insights like leveraging web traffic patterns, sensor data, and financial transactions for targeted campaigns.
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