eMarketer was pleased to moderate a Tech-Talk Webinar featuring Infutor Data Solutions' Zora Senat, senior vice president, marketing and partnerships, and Ross Epstein, vice president, new projects at SafeGraph, for this Tech-Talk Webinar. They discussed how first- and third-party data can be combined to increase customer engagement.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Salesforce's Kathy Baxter, architect, ethical AI practice. She will discuss how to use AI marketing to build customer trust as the third-party cookie deprecates and marketers must collect data directly.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.

Chrome Deprecates the Third-Party Tracking Cookie. Chrome will deprecate third-party tracking cookies in early 2022—a step that has already been taken by other major web browsers.

UID 2.0 enters beta: After months of building traction in the digital media industry, the third-party cookie alternative begins beta testing this week.

Google's Chrome wasn't the first browser to put the kibosh on third-party cookies. Phil Acton, country manager for the UK, Benelux, and France at end-to-end programmatic platform Adform, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the company has been testing cookieless targeting with publishers in Europe, where Apple's Safari and Mozilla's Firefox have significant market share, as well as the importance of supply path optimization (SPO).

Better data, better campaigns: In a natural progression of its paid advertising capabilities, TikTok will begin personalizing ads based on in-app activity.