With Third-party cookies gradually on the decline, many companies are having to find alternative ways to reach and understand their customers online. Digital advertising powerhouses like Google, Amazon, and Facebook are leading the way in providing companies a platform to engage an audience. However, leveraging one of these large players services may mean giving up access to valuable customer data. This was never as prominent of a concern given the use of third party cookies. However, in order to survive the digital advertising age once third-party cookies are banished, retailers are looking to invest in their own digital advertising tools to build their first-party data for long term growth.
https://www.marketingdive.com/news/how-kimberly-clark-navigates-a-digital-ecosystem-where-every-ad-platform-is/586451/
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