The end is nigh for the third-party cookie, and some companies aren’t waiting until it’s gone to prepare for the future. The Telegraph, which has sworn off using third-party data for audience targeting, is paving the way for how companies identify people online in a privacy-compliant way.
The U.K. publisher is running a campaign targeting prospective home buyers on its site using data from real-estate company Zoopla. It’s the first campaign using the publisher’s first-party data targeting tool, Unity, which doesn’t use any third-party identifiers, with the goal of winning new business and growing ad revenue. And
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