What Marketers Need To Know As They Transition to Personalization Without Third-Party Cookies
The other shoe dropped. Google's recent announcement to block third-party cookies and fingerprinting, following Apple Safari and Firefox's footsteps, throws a wrench into digital marketing and advertising.
In the world of digital marketing, the entire infrastructure of identity has been built around the browser cookie, which was never intended as a tool for identity but just as a way of anonymously remembering preferences. Yet, cookies have turned into a monster and become the lingua franca of all user identity on the internet. Digital marketing today relies on cookies for almost all targeted advertising, personalization, retargeting, measurement, and attribution. What are marketers to do in a post-cookie world?
In this session, you will learn:
- The implications of demised third-party cookies on the digital marketing ecosystem
- What options do brands have to continue personalizing messaging to consumers
- What three things brands should consider to transition to a post-cookie world