In the wake of expanding regulations surrounding the use of consumer data for unprecedented purposes, the digital advertising industry is in for a massive overhaul. Google has announced the removal of third-party cookies and, although they have pushed the date of obsolescence back to 2023, companies are now forced to reckon with a future devoid of third-party data collection. Big Tech is looking to lead the rest of the industry in the development of innovative alternatives. Unsurprisingly, Google has been at the front of these efforts thus far. The technology giant controls the largest browser, adtech, and search engine products … Continue reading Assessing the viability of first-party data