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Digital publishers beef up first-party data to fill cookie gap
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Digital publishers’ investment in building first-party data has given agencies confidence in navigating a post-cookie world as the end of third-party cookies looms closer.
Google is phasing out third-party cookies by late 2022, bringing it in line with other browsers including Safari and Firefox. This has put a spotlight on first-party data to help brands connect with consumers in a relevant, privacy-conscious way.
Gill Clay, CEO at IPG’s Matterkind, says “Australian publishers have done well to get ahead of the end of cookies because they’ve spent a lot of time focusing on logging first-party data with their viewers, which has been great,” Clay says.
“That level of investment from major publishers has given us lots of encouragement that we can get scale in our immediate delivery because they’ve invested ahead and ultimately given us the confidence that the marketplace is ready for first-party data media application.”
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