A new era of digital marketing lies ahead: without cookies, with more privacy, and countless possibilities. In this session from our Masterclass at DMEXCO @home 2021, we discuss how to prepare for the future and shape it - transparently, openly and sustainably. To successfully master the transition from the old world to the new, we will focus on the following questions:

• How does first-party tracking work and how can it be integrated into existing infrastructure and business processes?
• What obstacles are there and how can they be overcome?
• Which testing measures should be taken now?