The decline of cookie-based data and its impact on advertising
Cookies have long been the source of truth for data-driven advertising. They help make addressable digital media a reality. But with continued cookie deprecation, entire population segments become invisible to publishers and advertisers alike. Flashtalking’s 2023 study revealed a 90% rejection rate for cookies, highlighting the enormity of this blind spot.
In this playbook, we'll examine:
- The rise of cookie deprecation and privacy constraints over the past decade
- How to quantify the impact of cookie loss on measurement, reach, media costs, and messaging
- Cookieless solutions that advertisers and publishers should adopt
- Flashtalking's approach to supporting personalization and measurement
- Client success stories