Research: Overcoming data deprecation and post-cookie identity challenges

Data deprecation is going to completely upend digital marketing. From new privacy regulations to the removal of third-party cookies from Google Chrome, brands must now figure out new ways to collect and activate data at scale.

Amid the chaos, there are opportunities for brands to adopt privacy-by-design principles and embrace identity solutions that protect consumer data. To understand how brands are preparing to navigate post-cookies identity and data challenges, Permutive commissioned Forrester Consulting to uncover advertising trends and how the industry plans to rebuild itself in the future.

The new study, ‘Relieving Data Deprecation And Identity Challenges’, offers survey data from more than 100 advertisers and 100 publishers in the U.S. and U.K. Download this guide to learn about:

The rate of adoption of first-party data by advertisers
How brands are preparing for the demise of third-party cookies
Why direct partnerships can reduce data deprecation and identity issues