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Why Acquiring First-Party Data is Not an Easy Substitute to Third-Party Cookies | AdExchanger
https://www.adexchanger.com/data-driven-thinking/why-acquiring-first-party-data-is-not-an-easy-substitute-to-third-party-cookies/
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For most consumer brands, acquiring their own first-party data would be a major distraction and involve considerable investments in new capabilities that could drag profitability for many years.
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