Adweek reports on the impact Google’s tool to limit cookie tracking may have on marketers. Havas Media Group Chief Data Officer Nathan Woodman said companies may have to shift away from third-party data toward more first-party information. Companies may do so by “going all-in” on a first data solution or building their own first-party ad tech. “The change created by Google’s announcement will force a lot of companies to seek new models of attribution that are not dependent on directly observed ad exposure,” Woodman said.
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