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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. adults will turn off cookies to manage their online privacy, so moving away from third-party dependence is still worthwhile. Up to 67% of U.S. This makes first-party data incredibly valuable.

Cookies 128
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The smarter approach to marketing measurement

Martech

Marketings biggest challenge today isnt a lack of data its too much of it. The decline of third-party cookies and the explosion of new marketing channels connected TV, retail media, digital out-of-home and more only deepen this fragmentation. Data overload More data doesnt always mean better insights.

Marketing 122
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Sustainable Programmatic Advertising: Navigating the Future of Digital Marketing

illumin

As the world increasingly embraces sustainable practices, industries across the board are rethinking how they operate, and digital marketing is no exception. As a result, companies are prioritizing eco-friendly initiatives across all facets of their operations, including marketing. However, with great power comes great responsibility.

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How identity resolution fixes five major marketing problems

Martech

Identity resolution tools help businesses (large businesses, in particular) accurately map identities, create complete customer views and personalize their marketing. Automated identity resolution allows marketing organizations to create a unified view of customers.5. Data privacy laws are another obstacle to personalized marketing.

Marketing 122
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Predictive AI: an introduction

illumin

Predictive AI gives marketers the ability to boost performance, mitigate risk, and optimize processes. Also sometimes referred to as enterprise machine learning, predictive AI is a go-to for boosting performance and efficiently planning future campaigns. But what is predictive AI and how does it work?

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How Publishers Are Using AI Tools To Achieve Their Ad And Rev Ops Goals

Ad Monsters

” He explained that having all information searchable and summarized in one place better prepares sales teams for client interactions, assists marketing with presentations, and equips ad ops with resources for wrap reports and similar tasks. AI tools like this have massive potential to transform ad ops.

Ad Ops 115
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2025 Programmatic Advertising Trends to Know

Basis

Signal loss continues to be a pressing concern, despite Google reversing its plans to deprecate third-party cookies in Chrome and instead allowing users to make an informed choice when browsing. And while its no longer the D-Day many in the marketing world had feared, signal loss will only continue to increase in the months and years ahead.