Last year, Google announced its plan to eliminate its support for third-party cookies in the name of consumer privacy. But the more recent announcement that it won’t replace those cookies with alternate IDs is another step towards a “privacy-first web.”
“72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits.” — Google, citing Pew Research
Between this, Apple’s similar update pertaining to mobile apps, and an increasing number of states moving toward strict privacy regulations, the age of the third-party cookie is coming to its end. And now, brands are sorting out what that means for them moving forward.
Businesses have long relied on third-party data to drive targeted advertising campaigns and interactions. It has helped them track their website visitors’ behaviors and interests, drive effective ta …
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