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Why first-party data still reigns even with Google keeping third-party cookies

Martech

Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. You might think this means all your efforts to transition to a first-party data-driven future are in vain — but this isn’t the case. This makes first-party data incredibly valuable.

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Breaking data silos: Digital marketer’s checklist for strategic data collaboration by Lotame

Martech

The following checklist distills actionable strategies for digital marketers from Lotame’s “The 2024 State of Data Collaboration: A Global Perspective” research report, fielded by Cint. It’s designed to enable smarter, faster and easier decision-making for forward-thinking marketers.

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How Curation Is Transforming Programmatic Advertising in the Post-Cookie Era

YieldBird

However, the industry is shifting, with supply-side platforms (SSPs) now taking a leading role in curation to reduce dependence on third-party cookies. Even companies once firmly in the data management platform (DMP) category-like Audigent and Lotame-have pivoted toward offering curation services.

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What’s the difference between AdTech and MarTech?

illumin

UPDATED: JUNE 2025) MarTech (Marketing Technology) and AdTech (Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. MarTech is the use of software to automate, streamline, and improve the marketing efforts and campaigns of businesses.

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How First-Party Data Is Powering The NY Post’s Shift To Direct Deals

Ad Monsters

Amanda Gomez: A few years ago, we had very little first-party data, despite being a 200-year-old brand. Even as cookie deprecation got delayed, we pushed forward. That’s helped us improve our signals, enrich our data and create stronger audience segments. We’ve also partnered with TransUnion to help resolve anonymous users.

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What’s the difference between adtech and martech

illumin

Martech(Marketing Technology) and Adtech(Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. Martech is the use of software to automate, streamline, and improve the marketing efforts and campaigns of businesses. What is Martech?

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The Sell-Side View: Q&A with Axel Springer’s Miriam Zand

VideoWeek

Has it changed in light of Google’s U-turn on cookies? When GDPR came into force in 2018, we started moving away from third-party data and built a scalable first-party data strategy, so we can always categorise and segment our audience without relying on external data sources.