Consumers have been standing up to demand more fairness and transparency for their privacy online. Browsers and device manufacturers have also been on the same page.

Companies should keep in mind that traditional use cases for third-party cookies won't simply disappear, but will instead evolve. 

By maxing out the value of first-party data to effectively personalize experiences for consumers, brands will be in better position to ride out these changes and evolve with the industry.

The walled garden ecosystem is growing rapidly as big players such as Amazon anf Facebook erect walls to protect their data and assets. Walled garden are disruptive to the future of data-driven advertising because they block the gathering of data from any outside advertisers.

For publishers and marketers to survive this large-scale shift of content to closed ecosystems, companies need to improve their first-party data and bolster their direct relationships with consumers instead of relying on platforms such as Google and Facebook to connect them.