The Cost of Integration Is Slowing Down First Party Data Progress
The vision of reaching millions of consumers wherever they are on the internet relies on an intricate net of connections that makes hundreds of disparate technology systems interoperable. To date, this interoperability has been built around the use of third-party cookies and data. As cookie deprecation forces the market to adopt first-party data as the primary currency, the need for interoperability is greater than at any point in ad tech’s past.
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