More than half of what we process has nothing to do with third-party IDs or third-party cookies [...] if Google said tomorrow, 'Turn off your ID,' we would be in the catbird seat.
I do think it will begin to happen later in '25, but I don't think it's going to be like a light switch.
#data-management-platform #third-party-cookies #google #data-collaboration-platform #first-party-data
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