"We've had more interest in this [alternatives to third-party cookies] during this early part of the year than we had for the whole of 2023," said Georgie Haig, product lead of identity at programmatic marketing agency MiQ.
"We see increasing traction and willingness to move to first-party [data]. We have seen doubling of the usage of first party solutions."
Nevertheless, it's essential to recognize that the marketers behind these moves are still in the minority. There are many more who remain hesitant to experiment with alternatives to third-party cookies because it necessitates a shift from precision to prediction in targeting and measurement...
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