After nearly five years of planning to deprecate third-party cookies in its Chrome browser, Google has reversed course for the time being. But the industry is already moving toward a world without them. In part, that’s down to new internet identifiers that work across channels, not just in display. It’s also because of innovation in fast-growing digital channels, such as connected TV (CTV) and streaming audio, that never used cookies to begin with.
In this report, we share learnings from a recent study The Trade Desk Intelligence conducted with Hypothesis Group. Through a series of interviews, researchers explored the perspectives of global brands, agencies and their leaders who are ahead of the curve — a group we refer to as identity innovators.
These experts have developed identity strategies, tested new solutions and put their learnings to work. Above all, they are taking a proactive approach to building relationships with consumers and delivering valuable, relevant messages to them.
Ready for the future of identity? Download the report today to learn how global marketing leaders are driving innovation with better identity solutions for the open internet.