As preparation continues for a cookieless future, a new study is showing that more than 40% of marketers are using first-party data and other proprietary identifiers in their media-seller transactions.

(Source: Insider Intelligence)

Advertiser Perceptions surveyed 150 U.S. marketers and agencies for its “Future of Identity: Buy Side” study, which also found 25% to still be using third-party cookies and 23% using non-cookie solutions.