5 new strategies for a cookieless future

Posted: April 28, 2023

  • What does ‘cookieless future’ mean?
    • The term ‘cookieless future’ refers to the shift away from using third-party cookies for tracking and advertising purposes. The change is driven by increasing privacy concerns about cross-site tracking, and will require marketers to reply on alternative tracking methods to engage with customers and deliver targeted content.
  • Are cookies being phased out?
    • Google plans to eliminate third-party cookies for all Chrome users by the end of 2024, replacing them with the "Privacy Sandbox" initiative. Offering privacy-focused alternatives to third-party cookies, the “Privacy Sandbox” emphasizes the importance of building trust with consumers whilst maintaining effective digital advertising practices.
  • What are the impacts of a cookieless future?
    • The cookieless future will significantly impact digital advertising and marketing strategies. Marketers will need to adapt by focusing on first-party data collection, which involves gathering data directly from their own interactions with consumers. They will also need to explore alternative methods like contextual advertising and privacy-focused tools such as Google's "Privacy Sandbox."