August 17, 2021

Why Google’s Cookie Delay Should Entice Marketers To Turn To First-Party Data Sooner

While many of us breathed a sigh of relief, Google’s announcement to delay the removal of third-party cookies is anything but a chance for marketers to slack off.

The reality is the inevitability of a cookieless world means more efforts should be made in addressing this fundamental shift, ahead of time. This includes implementing trial campaigns, analysing current data pools and implementing new tracking requirements that better protect user information.

Grant Collins, Alpha Digital’s Head of Digital Experience, highlights some of the benefits of the slight reprieve and how organisations can get ahead now.

Read more in the full news feature on B&T.

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