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Google’s decision to move away from the use of third-party cookies within its technology and ad products has created major waves within the digital marketing industry. After years of relying on third-party cookies to target and track customers, marketers will now need to find new ways to attract new users to their brands and products.

And with Google being the largest player in the digital advertising space, holding ~30% of market share over Facebook (~23%) and Amazon (~9%), their decision was certainly big news. However, as businesses are increasingly turning to digital to operate and grow their reach, one thing is for certain: digital advertising isn’t going anywhere. In fact, the market is expected to grow to over $1T by 2027. And as the landscape becomes more competitive, brands that wish to remain relevant will need to take a proactive, real-time approach to their marketing strategies.

A Better Experience for All

Let’s face it – the current online experience isn’t as good as it could be, particularly when you’re thinking about matters of privacy. Governments around the world have started to take action and regulate the way that an individual’s data is used, and those efforts have manifested most notably in the General Data Protection Regulation in the European Union and the California Consumer Privacy Act.

Google has recognized that these protections are unavoidable, and as more…

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