Assessing the viability of first-party data
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 in the industry, a powerful trio that leaves them perfectly positioned to navigate the digital advertising industry through uncharted territory. In addition to removing third-party cookies from their Chrome browser, Google is also fostering the development of responsible adtech in their Privacy Sandbox.