Despite the looming deprecation of third-party cookies, loss of signal identifiers and growing number of privacy regulations, third-party data continues to play a major role in forming media strategies, according to Datonics’ latest survey. The findings suggest that marketers may have trouble weaning themselves off the mainstay digital targeting tactic even as they diversify investments into other data sources and solutions. Datonics itself is part of the Unified ID 2.0 initiative, a cookie alternative project started by The Trade Desk.
