After the Cookie, Kochava and LiveIntent Bet on First-Party Data

Companies integrate identity products to help media players


The ad-tech industry’s largest players have called time on third-party cookies, the historic common currency that has enabled online ad targeting and measurement for over 25 years, prompting an industrywide scramble to prepare for what’s next.

Confirmation of this seismic change came earlier this year when Google announced it will cease support of third-party cookies by 2022 in its dominant web browser Chrome. (The move emulated Apple’s intelligent tracking prevention in Safari, which began in March.)

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