The UK advertising landscape is changing, with over half of digital marketing managers (53%) predicting that cookie-based advertising campaigns will die out within the next 12 months.
This change is due to fact that brands are increasingly embracing people-based marketing, as it enables them to advertise to real people linked across devices using registered user data and not cookies.
In the US people-based marketing is already being widely adopted, as the decades-old cookie is swept away. This paper explores the extent to which a people-based approach is gaining a foothold, specifically in the UK market.
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