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With the recent announcement from Google that it will not use alternate identifiers to track data in its products, even after third-party cookies are phased out, brands and publishers are feeling the heat.
Ad-tech company Adform and market research firm Dynata conducted a survey across 12 markets in Europe and the U.S. between Sept. 1-30 around control and transparency, identity, cost efficiencies and user experience. The research shows that three-quarters of those polled believe the removal of third-party cookies will impact their business.