Rachel Klein, vice president of earned & owned media at Wpromote, stated, 'If Chrome and its data become accessible on the open market, advertisers would gain access to a wider array of media options, increasing competition and potentially driving down ad costs.' Klein highlighted that this could foster innovation and improve advertising quality, while also noting advertisers would have to rethink strategies in a fragmented data landscape.
Aaron Goldman, chief marketing officer, noted that 'losing exclusive access to Chrome's data would deal a serious blow to Google's competitive advantage...Advertisers will need to unify transaction points and tap into a broader range of data sources beyond Google's ecosystem to stay competitive.' This reflects the necessary adaptation advertisers will face in light of potential changes.
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