The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Now that Google has deprecated 1% of cookies, the clock is ticking for advertisers and agencies to future-proof their media buying strategies. Cookies offered precision and scale in ad tech, and their deprecation leaves trading teams with more fragmentation and complexity to manage than ever before.
