With yet another delay in Google’s third-party cookie disappearance, many marketers are continuing to view the deprecation of personal data as a hypothetical issue still on the horizon. But while everyone is so focused on the ‘almighty cookie,’ they’re missing the more pressing issue: identifiers are already disappearing, and right now, 46% of US audiences on mobile and 40% of US audiences on desktop are being missed. This is a ‘today’ problem that’s already affecting the reach – and quality – of campaigns.
Watch the episode here
This week, IAB’s VP of Programmatic+Data Center, Jeffrey Bustos and our Global CMO, Diane Perlman gave a sneak peek into Blis’ IAB Audience Connect session. The session will help marketers imagine what their audiences will look like in the privacy-first landscape and what they can do now to get missing audiences back on the plan.