The short version

Lou Paskalis predicted on December 1, 2024: ““Now that we all know (at least for now) that Mother Google will not be eliminating cookies, there will absolutely be a resurgence in third-party data, particularly from the ‘data exhaust’ generated by media expenditures, offers critical differentiation through signals of intent, behavior, and messaging effectiveness—especially valuable for AI-driven customer engagement.”” Verdict: Called…

Prediction by

Lou Paskalis

On December 1, 2024

““Now that we all know (at least for now) that Mother Google will not be eliminating cookies, there will absolutely be a resurgence in third-party data, particularly from the ‘data exhaust’ generated by media expenditures, offers critical differentiation through signals of intent, behavior, and messaging effectiveness—especially valuable for AI-driven customer engagement.””

Follow-up

Google repeatedly delayed full third-party cookie deprecation, leading many advertisers and data providers to return focus to third-party signals, including media impression and click-stream data exhaust, with growing emphasis on their value for AI-driven customer engagement. Industry commentary confirmed the resurgence of third-party data.

From the High Caliber AI network — see the AI for PR module in the course.