MediaPost reports privacy matters and the response to the end of cookies were top concerns cited in responses to the Interactive Advertising Bureau's "2021 Marketplace Outlook Survey Results." The survey revealed 41% of respondents do not "understand the ramifications of current or impending consumer privacy regulations, loss of cookies and identifiers." With the response to cookies, 37% said they need to increase first-party data to become successful, while 28% has yet to grasp a response.
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