Digiday+ Research: Publishers were ready to depend more on first-party data. So, now what?

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The subject can’t be avoided — following years of delays and panicked preparations, Google is keeping third-party cookies in its Chrome browser after all. For publishers, it’s a real case of mixed emotions: frustration about time and money spent on something that was never realized, but also gratitude that they were driven to shore up their first-party data and, by consequence, their businesses as a whole.

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