Zero-party data is the key element for privacy-friendly advertising

It is imperative that our industry continue to advocate and work to create an environment that prioritizes user privacy. This change, in fact, began long before Google decided to implement the Privacy Sandbox. 

Today, half of the traffic on the open Internet is not tracked by cookies. Google's new approach joins the likes of Safari, Firefox and Apple's App Tracking Transparency, which have already eliminated or significantly limited access to ad identifiers.