It's vital that both publishers and advertisers maintain momentum in preparation - it is a moment in time where we have both cookied and non-cookied (contextual, predictive, cohort, etc) solutions to test and learn from. We still have attribution based on cookies that can be a benchmark for non-cookied targeting.
Advertisers can leverage a collection of innovative targeting solutions to diversify their strategies ahead of the cookieless future. Starting to test solutions through A/B testing now is crucial to see the impact and determine what works best.
Only half of marketers are prepared for the depreciation of third-party cookies. Advertisers are starting to test solutions to future-proof their strategies, realizing the inevitability of cookie deprecation regardless of the timeline.
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