Chrome’s discontinuation of third-party cookies and Apple’s iOS14 opt-in IDFA update will force brands previously dependent on targeted advertising via exchanges to reassess their media strategy. We expect that the resulting increased use of both first and third-party data for targeted campaigns will benefit third-party data providers like YouGov and Bango*, and consultants such as Kin + Carta and M&C Saatchi* who will see increased volumes of data consulting contracts from the disruption. In this note, we examine in-depth the role played by cookies and IDFA in advertising, and assess the potential winners and losers from the forthcoming privacy-led data changes.
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