How New Products Can Help With 1st-Party Data Collection

Ever since Apple announced that it would start erasing 3rd-party cookies with ITP, there has been a slow, but very steady countdown to the inevitable end of cookie-based programmatic advertising.

I certainly won’t cry for it. Why publishers thought giving up control of their revenue was a good idea, I’ll never know. But the outcome is that many media companies, large and small, are starting to accept the reality that they need to do a far better job collecting information about their audience.