The Trade Desk, in response to 83% of marketers still leveraging third-party cookies, has launched a first-party data playbook.
James Bayes, general manager of The Trade Desk Australia and New Zealand, said: "With the demise of third-party cookies, every brand will now need their own data strategy.
“There are many benefits to implementing and activating first-party data, and we want to help brands kick-start their journey, which is why the first-party data playbook was born.”
The first-party data playbook includes tactics on how brands can get to know their first-party data and a self-assessment for companies to identify potential steps in their first-party data journey.
“Our clients are uncertain on what the future looks like without third-party cookies, so we developed the playbook to guide brands on how to build their own first-party data program,” Bayes said.
“With the right plan, marketers can attain a clearer and more accurate view of their customers than ever before.
“We want to empower brands with the tactics to not only navigate but thrive in a post-cookie world and beyond.”
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