The article discusses Google's decision to retain third-party cookies in its Chrome browser, eliciting mixed reactions from publishers. While they feel frustrated about delays and preparation efforts, they're also grateful for the push to enhance first-party data strategies. A Digiday survey reveals a notable increase in publisher reliance on first-party data for positive ad revenue, with predictions for its importance to grow even further by 2026. Conversely, reliance on third-party data has markedly decreased, suggesting a significant shift in how advertisers approach their data strategies.
At the heart of those mixed emotions is the fact that publishers were ready for the move away from third-party data and toward first-party data.
85% of publisher pros said in Q1 2025 that first-party data would be most significant for positive ad revenue outcomes in 2026.
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