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Marketing in a world without cookies

The move away from third-party cookies is gathering momentum as tech companies respond to growing consumer and regulatory concerns around personal data.

Office

  • Johannesburg

Author

  • Colleen Rose

Leading brands and advertisers can prepare for the future by strengthening their focus on first-party data, which in turn, demands consumer consent and responsible data collection and use.

Acceleration’s Colleen Rose looks at the implications for the future of marketing and educates brand marketers on the reality of the situation. The move away from third-party cookies affects a wide range of stakeholders in the digital ecosystem in different ways and the paper examines the impact for publishers, demand side platforms (DSP’s) and consumers. Reviewing also current industry responses, Colleen identifies six different approaches that the market is taking to prepare for the threat of a cookieless marketing future state and gives her recommendations on what brands and advertisers should be considering.

Marketing in a world without third-party cookies

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