While large agencies and major publishers build out their first-party data solutions in preparation for the deprecation of third-party cookies, smaller companies say they’re still unprepared.
A September survey by LiveIntent of 200 senior marketers and publishers at small- to-midsize companies (firms with under 1,000 employees) found that 39% of respondents have no plan in place to get ready for cookie-less advertising. Of those with a plan, 48% said they have no confidence in it.
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