1st Party data is critical for the future

Attribution must be tied in with 1st party data conversions to exist in 2022

Attribution that relied on 3rd party cookies to track user behavior across the internet will be illegal. Third party cookies are often used to track weaker conversion signals such as view. So the death of the 3rd party cookie will strengthen attribution for the companies that can integrate and rely on 1st party data. First party data provides less data points than 3rd party cookies in some cases, but higher quality data that is verifiable to the advertiser.

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