Advertisers are Proactively Requesting Publishers’ First-Party Data

Google has pushed back the timeline for Chrome’s depreciation of third-party cookies but it doesn’t affect the size of the challenge that publishers are facing. Over 50% of traffic in the U.S. and UK is already cookieless, so while there is added time, the push for cookieless solutions will continue.

With this constant change, it’s no surprise that only 23.7% of publishers claim to fully understand the various industry initiatives to solve the cookie dilemma according to a study by Teads.

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