Press release content from Globe Newswire. The AP news staff was not involved in its creation. Post-Cookie “Re-Think” of Digital Marketing Driving Surge of Innovation in Collaborative Data ... Winterberry GroupJanuary 14, 2021 GMT ADVERTISEMENT The research delves into the surge in collaboration across and within companies to leverage data to optimize revenue and deliver consistent consumer interactions in a post-cookie world. Brands and media owners are turning to both familiar and evolving data collaboration frameworks to make the most of a changing marketing and advertising landscape. “The rush to explore and adopt collaborative data solutions is about more than the pending death of the cookie, Apple’s IDFA and regulation,” said Bruce Biegel, senior managing partner of Winterberry Group. “We’re at a critical moment in time where the entire digital ecosystem is going through a fundamental change in approach, where permission-based partnering will be the key to creating new and scalable insights, measurement and marketing activation. The variety of approaches coming from Europe and the U.S., compliant with the evolving regulatory environment, provide a foundation for next generation advertising and marketing for brands, media owners, data and technology providers. With changes coming fast in 2021, now is the time to ‘re-think’ the future.”