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How the ad industry can use its borrowed time to future-proof first-party data solutions

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By: Trent Lloyd, Co-founder and Head of Brand Solutions, Eyeota

Borrowed Time - Future Proof First Party Data Solutions

Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide Web Consortium. Ultimately, Google’s decision underscores the power publishers now have, as well as the immense value that advertising-funded content brings to the open web...

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