Signal Loss: The 6 Consequences of Inaction
“Signal Loss” has been widely discussed among media professionals within organizations, agencies, and the AdTech and MarTech industries.
Media professionals are acutely aware of the fact that third-party cookies are going away (i.e. signal loss). However, the impact of third-party cookies going away is only superficially understood by most. This paper dives into some of the non-obvious, yet significant, consequences of signal loss.