How Agencies Are Helping Brands Quit Cookies

A study found that companies are dependent on third-party cookies

Despite industry-wide moves to figure out alternatives to third-party cookies, before Chrome’s 2023 deadline, marketers are not ready to break their cookie addiction, studies show.

Agencies are encouraging their clients to quit third-party cookies by helping them build their own first-party data stores—with agency proprietary tools— and partnering with companies that allow permissible access to first-party data.

Research released today found about 81% of companies are substantially dependent on third-party cookies, per a survey by tech company Twilio, which helps brands manage customer data.

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