Emptying out the cookie jar: Challenges and opportunities for marketers

Martechnology29 Jul, 2022Business

As brands and marketers start to address what they?re going to do in this cookie-less future, many are starting to build first-party relationships and incentivise direct engagement. The IAB is promoting the idea of a consumer value exchange. In their recent IAB 2021 Outlook report, IAB questioned ?Are we operating in a way that provides a clear value exchange to consumers, in the long term?? Scott Cunningham, Founder, IAB Tech Lab explains when marketers are moving away from cookies aka third-party data they have to move somewhere, that somewhere is first-party data