Surviving in a world without third-party cookies: A playbook
How the deprecation of third-party cookies is changing the marketing landscape and how brands can prepare for the future of advertising
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Website cookies are employed by brands to remember actions taken by users, removing the necessity of repeating certain tasks and thereby enhancing the convenience of the experience for users. Third-party cookies (TPCs) specifically are created and placed by websites other than the one you are visiting, and are often used for functions such as cross-site tracking, retargeting and ad serving.
Due to a growing demand for user privacy, major browsers began eliminating TPCs in 2017, with Google announcing in 2020 that they will deprecate TPCs. With around 80 per cent of advertisers admitting to being dependent on these cookies, marketers will be forced to find new ways to identify people online. Brands will need to develop a solid strategy to market products and services going forward, one that is not reliant on TPCs.
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Download this whitepaper to uncover:
- Market research based on a sample of 259 professional marketers who share their insights on third-party cookie deprecation
- Insights into the impact of TPC deprecation across several industries including retail, finance and consumer packaged goods
- What the future holds for marketers in a world without TPCs
