'We're still in the infancy of it': How first-party data is shoring up for marketers as third-party cookie deprecation starts

'We're still in the infancy of it': How first-party data is shoring up for marketers as third-party cookie deprecation starts

Google has finally started turning off its third-party cookies. Here's how advertisers are shoring up their first-party data in response.

Additional coverage:

• To convince brands that working with them is still worth the squeeze, esports companies are stressing their viewership and follower numbers less, instead focusing more on building strong connections with specific gaming communities.
• In a wave of agencies turning to consumer research panels for first-party data, Stagwell launched a new consumer research product called Unlock Surveys, while Disqo partnered with Vizio’s Inscape to generate a deeper set of omnichannel behavioral research.
• Among the variety of topics addressed at the two Town Hall discussions at Digiday’s Media Buying Summit in Nashville was the internal-facing topic of talent and talent retention.
• When it comes to social media marketing on behalf of their clients, agencies see the value in Instagram much more so than its Meta sibling Facebook — and that's especially clear in how agency clients are spending on each platform.
• Our most-read story this week: Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge