McKinsey And Company: The Demise Of Third-Party Cookies And Identifiers
The research team at Captify have gathered useful content from industry members that can help brands get powered up with all things cookieless. This spotlight is from our friends at McKinsey and Company.
This article focuses on how the demise of third-party cookies and identifiers will compel the transformation of the US digital advertising industry.
- Advertisers will need to build new data strategies that rely on first-party data, investing in data partners that will help them stay connected with as many consumers as possible
- Industry executives interviewed said that standard contextual advertising on its own rarely meets campaigns’ viewership goals
- The end of third-party cookies and identifiers will test the preparation of companies—but the focus on offering value to audiences and testing will allow for advertisers to thrive
Read the full article here