A Tale of Two perspectives: Identity Evolution Edition

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The idea of a cookieless future became more of a reality when Google announced plans to deprecate third-party cookies on Chrome. More notably, brands and publishers recognized the call to action to shift use cases, evolve identity strategy, and to focus on durable identifiers. As the martech ecosystem re-imagines solutions and innovates accordingly to support this evolution, one voice is often missing from the narrative – the voice of the consumer.

To understand perceptions of a cookieless future among professionals and consumers, Adobe partnered with Advanis, a market and social research firm, to survey 1000 consumers and 400 professionals in marketing and IT.


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