Despite Google’s shift on third-party cookies, the move toward privacy-first advertising continues. Postmedia is leading with trusted, first-party data solutions that help brands connect with Canadians and future-proof their strategies.
We spoke with Sahil Razdan, Postmedia’s legal counsel, about how first-party data is shaping the future of digital marketing and what brands need to do to stay ahead in this evolving landscape.
The Future of Advertising Starts with First-Party Data
Recently, Google announced that it would no longer eliminate third-party cookies in Chrome or introduce a standalone opt-in or opt-out prompt for users. This marks a significant shift from its Privacy Sandbox plans first introduced in 2019.
While the headline may suggest a pause on privacy-driven changes, the reality is clear: the industry’s move toward a privacy-first future is not slowing down. In fact, it’s accelerating.
At Postmedia, we’ve been preparing for this shift for years. And today, we stand at the forefront of Canada’s first-party data ecosystem, offering brands resilient, scalable, privacy-first advertising solutions designed for the future.
The Landscape Has Shifted — Are You Ready?
Google’s announcement reflects its own legal and regulatory pressures, not a change in consumer sentiment or global privacy standards.
Consider:
Across browsers, operating systems, and jurisdictions, user privacy controls are tightening — and audiences are increasingly choosing brands they trust with their data.
“Advertisers should focus on the phase-out of third-party cookies. The rise of privacy-first marketing and the shift toward first-party and contextual data are going to be key differentiators in the marketplace,” says Sahil Razdan, legal counsel at Postmedia. “Tools like Google’s Privacy Sandbox and AI-driven analytics will become essential.”
In short: whether driven by regulation or consumer demand, first-party data is the new foundation of digital marketing success.
Why First-Party Data Matters More Than Ever
First-party data, collected directly from consumers through consented interactions, offers marketers a future-proof path for targeting, personalization, and measurement.
First-party strategies deliver:
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Higher accuracy: Data collected directly from audiences is more reliable than third-party proxies.
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Stronger trust: Users are more willing to engage when transparency and control are prioritized.
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Resilient targeting: Immune to third-party cookie deprecation, browser restrictions, or policy changes.
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Competitive advantage: Brands and publishers with deep first-party relationships will command greater share of wallet.
“Postmedia’s rich first-party data—collected with user consent—offers more accurate targeting and better campaign performance,” explains Razdan. “Clients benefit from trusted audience insights, improved personalization, and greater compliance with evolving privacy laws.”
Research shows that companies using first-party data for key marketing functions achieve up to 2.9x revenue lift and 1.5x higher cost savings compared to peers that do not.
Leading the Way in a Privacy-First Future
At Postmedia, we recognized early that first-party data would be the cornerstone of the next era of digital advertising.
Today, we are proud to offer:
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Scalable Audience Reach: Connect with over 12 million unique Canadian users each month through trusted news and lifestyle brands.
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Robust Data Solutions: Consent-based audience segments built from real engagement across news, finance, sports, entertainment, and more.
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Advanced Targeting and Measurement: Solutions that leverage first-party insights to drive higher performance — without relying on third-party cookies.
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Privacy-First Commitment: Ongoing investments in consent management, data security, and transparency to align with evolving global privacy standards.
“First-party data will be the backbone of effective digital marketing,” says Razdan. “As AI tools evolve, clean, consented data will be key to personalization, measurement, and long-term customer trust.”
Moving Forward: What Advertisers Should Focus On
The most successful brands in the next era will be those that prioritize:
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Building direct relationships with their audiences.
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Investing in trusted partnerships with privacy-resilient publishers.
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Activating and enriching first-party data to unlock smarter targeting and measurement.
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Staying agile as technology, regulation, and consumer expectations evolve.
“Start transitioning now,” advises Razdan. “Audit your data practices, invest in tools for collecting first-party data, and build customer trust through transparency. The sooner you adapt, the stronger your competitive edge.”
He adds, “Personalization isn’t going away—it’s evolving. Clear consent and transparent communication will allow brands to personalize responsibly. Respect for privacy will become a differentiator in building customer loyalty.”
Google’s decision may have delayed one browser’s timeline, but the broader forces of change are irreversible.
The path forward is clear: first-party data isn’t just an advantage; it’s essential.
At Postmedia, we’re not waiting for the future. We’re building it with privacy, trust, and innovation at the core.
Explore how our data solutions can support your long-term growth. Connect with us today for a free consultation.
