The digital ad industry will undergo a major overhaul starting next year now that tech giants – including Apple and Google – have moved to block or phase out third-party cookies. And in the absence of third-party data generated by cookies, the value of first-party data will increase.
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Bloomberg reports that the international standards organization World Wide Web Consortium W3C is discussing a post-cookies future, but points to Google as steering the ship, since it rakes in about half of global digital ad revenue.
“It has historically been really easy for third parties with no legitimate agency or claim to the consumer’s data to gain an understanding about the user and then monetize and re-sell that understanding. (...) The debate now is who gets to control that and make decisions about the user and the user’s privacy?”
- Wil Schobeiri, CTO at MediaMath Inc., a New York-based firm that manages online ad campaigns.