Most Advertisers Expect Industry to Find a Universal Replacement for Third-Party Cookies

Did someone mention replacing third-party cookies? Advertiser Perceptions found that companies are most likely to look for identity solutions based on first -party data (65%), compared with second-party data (51%) and third-party data (31%). A touchingly optimistic 58% expected that the industry would work together to create a universal identifier to replace third-party cookies.