Wednesday, February 28, 2024

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    Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes

    The end of widespread tracking is likely still a year off. So, do marketers start exhaling in relief? 

    Well, it’s a matter of perspective. Some are navigating these waters pretty well by updating their ad tech partners and changing their measurement plans. On the flip side, there are others who are still figuring out how to tackle the issue. And then there are those who are just not dealing with it at all.

    In other words, marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: still divided and uncertain about the best path forward.

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