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While the media industry has welcomed efforts to improve its privacy protections, one new report gives a sobering look at how such a shift could affect publisher ad revenues and staffing in the post-cookie future.
Nearly half (48%) of publishers anticipate having to reduce their workforce due to a loss in advertising revenue caused by third-party cookie deprecation, according to a survey of 200 U.S. senior decision-makers in digital media and marketing conducted by Lotame. The company, an identity-tech vendor, offers services to publishers to manage their first-party data.