Third-party cookies are crumbling
The days of relying on third-party cookies for insight into consumers are gone and have been replaced by first-party data trends and opportunities.
Delivering his keynote speech at PPW in Bangkok, Gil Sperling, co-Founder and CEO of data-driven adtech company, Flow, stressed the urgency for portals and marketplaces to get to grips with this shift and to capitalise on the massive revenue opportunity that it presents.
With Google's announcement that it will discontinue cookies in the third quarter of 2024, the convergence of stringent laws and heightened data privacy concerns, this inevitable change has accelerated.
For consumers, this heralds a new era of empowerment, offering heightened privacy, control, and more explicit consent. For marketers and media professionals, however, this sei...