“Google announced that third-party cookies would be blocked in Chrome within two years, at which point they will be effectively dead for all use cases. [..] The removal of view-through attribution in particular is likely to cause the biggest change to media buying habits as it is a mainstay of most digital display measurement. [..] We also know that publisher first-party data is growing in importance, and that efforts to use this data in collaboration with advertisers seems like a promising area of investment. “
Google, You Finally Really Did It by Ari Paparo, CEO at Beeswax