Jessica Goodfellow
Jun 25, 2019

Coca-Cola pushes for ‘unified' online identity amid growing cookie pressure

The FMCG brand wants to build first-party data on its customers and plug this into a commonly defined audience ID to safeguard against privacy-first walled gardens.

Coca-Cola wants to grow its first-party data and invest in an industry-wide unified audience ID in anticipation of a move beyond third-party cookie tracking.

The soft drinks giant joined a host of agency and adtech experts at ATS Singapore on Monday in calling for the industry to agree on a common identity’ for online audiences, a move that will bring greater consistency to media planning and protect the future of the open internet.

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