DIGITAL ADVERTISING ECOSYSTEM, PROGRAMMATIC BUYING AND REMOVAL OF THIRD-PARTY COOKIES.

Abstract

This TFG explores the dynamic shift in the digital landscape prompted by Google's decision to phase out third-party cookies. From delving into the intricacies of cookies to analyzing legal frameworks like GDPR and technologies such as Apple ITP, the thesis establishes a comprehensive foundation for understanding the landscape. It explores alternative strategies proposed by Google, assessing their effectiveness and the ripple effects on key ecosystem players, from consumers to brands and agencies. The conclusion underscores the imperative need for adaptation for all stakeholders and suggests that data science and collaboration are essential in this new digital paradigm, offering an optimistic outlook toward more efficient and user-centric marketing. In summary, the thesis not only documents the transformation but also provides valuable insights for professionals and entities navigating the ever-changing digital landscape.