Gartner Research

Digital Marketers Confront Third-Party Cookie Crackdown

Published: 07 January 2014

ID: G00259767

Analyst(s): Andrew Frank


Third-party cookies are at the heart of Web tracking, but privacy concerns have clouded their future. Use this research to understand the issues and what you can do to adapt.

Table Of Contents
  • Impacts


  • What Are Third-Party Cookies?

Impacts and Recommendations

  • The decline of third-party cookies will force marketers toward more cost and complexity for targeting and personalization
    • What to Do Next
  • New user identification techniques can give marketers a competitive advantage
    • What to Do Next
  • The divergence of regional privacy requirements is challenging marketers' compliance and globalization efforts
    • What to Do Next

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