To read the full article in Emerce, click here (in Dutch).

The end of third-party cookies has been postponed by Google, but the end is in sight. Various solutions are now being considered with a special focus on first-party data. However, there isn’t one solution that will ‘solve’ it all, and each of these proposed solutions comes with some challenges, such as scale and one-dimensional view of consumers. It’s time to start thinking about alliances and collaborations.

Continue reading Lucas Noordhoorn’s thoughts in Emerce.