Summary:
In the digital space, cookies have been one of the most important sources of tracking & targeting users for digital advertising for decades. To understand the implications of the step, digital advertising solutions company, Aroscop surveyed 450 industry leaders representing brands, advertisers, publishers, and technology providers in India. A key insight that emerged was that the industry looks largely unprepared for the challenges to come once the 3rd party cookies completely faded away. Other digital advertising strategies wouldn't go unaffected as well. The advertisers, publishers, and technology providers need to come together to create cohort-based advertising solutions in the future..