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  • Writer's pictureNatalie Zfat

Ad Age Hottest Brands Panel: Permutive

This is a sponsored post written by me on behalf of Permutive. The opinions and text are all my own.

It wasn't that long ago that the Information Age transitioned to the Digital Age... But now we are unequivocally in the Data Age. The ad tech industry—and advertising in general—has been undergoing perhaps the first seismic shift of this era ever since Google announced that its leading Chrome browser would stop accommodating third-party cookies at the end of this year.

In June, Google turned the industry on its head once again when the tech giant announced a reprieve from third-party cookie deprecation. But according to Elizabeth Brennan, Permutive’s head of advertising strategy, there's no need to wait for the cookies to crumble before devising a better alternative to third-party data.

Last month I had the pleasure of joining Brennan at Ad Age In-Depth: America's Hottest Brands virtual event to get a glimpse into a first-party data advertising ecosystem - and why brands shouldn’t crumble under Google’s new cookie reprieve.


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