The open internet is changing—as the limits of third-party cookies have become increasingly glaring, regulators and browsers have answered growing consumer privacy concerns by limiting their functionality or outright banning them. Many publishers who rely on programmatic-driven revenue are rightly concerned by the many browser changes, especially Chrome's recent and widely publicized decision.
Publishers should view the fall of the third-party cookie as an opportunity. Here's why:
Publisher first-party data is potentially far more valuable than third-party cookies
Cookie-syncing caused latency and degraded quickly, reducing reach for advertisers
The cookie's virtual invisibility hindered consumer awareness of the value exchange
Find out how publishers now have the opportunity to replicate the performance of the walled gardens through authenticated traffic by downloading the playbook now.