Publishers provide content relevant to users, marketers sponsor the content with adverts, and users give their data, intentionally or unintentionally, to access that content. That’s the arrangement that has fueled data-driven performance advertising in the past two decades — and it’s nearing a tipping point with the death of third-party cookies.
Google has declared it will no longer support third-party cookies by late 2023 because they invade users’ privacy. Safari and Firefox, the two most popular web browsers after Chrome, already block them by default. Similar limitations are being placed on mobile ad identifiers (MAIDs) by both Google and Apple.
As these tracking technologies depreciate, advertisers will face more difficulty targeting ads, gathering information about buyers, and measuring performance for marketing campaigns.
If you’re a marketer, it’s time to understand the implications of a cookieless world on digital advertising, and how you can prepare for the future.