As 2020 draws to a close, even the most casual observer will know the industry’s common currency for targeted advertising—third-party cookies—is on the way out.
The next 12 months will see the industry prepare for Google Chrome withdrawing its support of third-party cookies, bringing it in line with the industry’s other leading web browsers. Marketers will still be able to target audiences using first-party data, for instance, by serving ads in walled gardens such as Facebook or logged-in users on a publisher’s website.
However,
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