Unintended Consequences of the Shift from Third-Party to First-Party Cookies

The third-party cookie is crumbling. That’s a narrative that’s been around since the rise of mobile device usage and marketing, but it’s only now that the trend has a sense of real urgency attached to it.

Publishers, ad tech vendors, and agencies are all scrambling to figure out how to leverage first-party cookie-based models which can seriously reduce their reliance on the third-party cookie — a future that’s now critical to future survival thanks to data-privacy regulatory pressures and the anti-tracking path taken by the browsers.

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