Google’s initiative to have a cookieless world by 2023 is changing the advertising landscape. But how is programmatic advertising playing a pivotal role here? As data-driven marketing is in full gear, data-driven advertising has just come to light in the last few years. With Google’s announcement to make Chrome cookieless by 2023, the focus is on first-party data. Consumer data is a necessity for advertisers. Also, data privacy and consent are essential considerations before making company strategies.