Wave farewell to third-party cookie data, because Google has jumped on the privacy bandwagon, too. Marketers can no longer get away with intrusive data collection or behavior tracking. Those that haven’t already need to rethink their strategy in ways that are built around respecting individual privacy concerns.
In a recent McKinsey & Company article, “The demise of third-party cookies and identifiers,” the authors noted “the $152 billion US digital advertising industry will lose access to most third-party data, which has powered programmatic advertising (advertising purchased and sold using software).”
