With the deprecation of third-party cookies underway, there has seldom, if ever, been a more urgent moment for publishers and advertisers to revisit their data strategies. And those strategies must include collaboration.
“As third-party data sharing becomes obsolete, privacy-safe data collaboration is important because it’s a growth driver. With increased risks of data misuse, sharing user data to enable ad planning, activation and measurement is becoming increasingly difficult,” said Bosko Milekic, Chief Product Officer at Optable. “Collaboration is about the ability to take your user data and combine it with user data from your partners in purpose-limited ways to glean meaningful insights, enable measurement, and activate and model audiences with.”
Interoperability is also essential to post-cookies data success.