Despite Google announcing it won’t phase out third-party cookies in Chrome after several delays, the industry is still trending toward a cookieless future between regulatory pressures and consumer demands.
While the ongoing threat of signal loss continues to loom over the industry, this shift gives brands more time and freedom to ensure they introduce the proper infrastructure, run tests to future-proof their marketing strategies and continue delivering targeted advertising that reaches the right person at the right time. This includes combining first-party and third-party data to improve data quality, gain precise targeting and accurate measurement and see an immediate impact on ROI.
To that end, data providers are joining forces to help brands build effective marketing strategies now and well into the future, focusing on enhanced data, interoperability and data compliance.
In this Q&A, Chris Moore, head of strategic partnerships at Publishers Clearing House (PCH) Media, and Scott Kozub, vice president of product management at Experian, discuss how connectivity paves the road to data-driven advertising and why collaboration between brands, marketers and data providers is essential to making that happen.
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