Saturday, June 10, 2023

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    Digiday+ Research: Brands make big bet on first-party data as third-party cookie fades away

    The life of the third-party cookie is (someday, we think) coming to an end. And despite plenty of warning, it’s still not clear what will replace it. For brands, the majority of whom say they are taking action to prepare for the post-cookie world, the way forward could very well be first-party data.

    That’s according to a Digiday+ Research survey of more than 30 brand professionals.

    This is a member-exclusive article from Digiday. Continue reading it on and subscribe to continue reading content like this.

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