For the last 25 years, marketers relied on third-party tracking cookies in order to track consumer behavior online. Practically all ad tech and martech platforms utilize cookies for targeting, retargeting, display advertising and behavioral marketing in general. But now, everything is changing.
There is technology out there that blocks cookies, such as Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) that automatically blocks third-party cookies by default. Soon, even Google’s Chrome will allow users to block cookies. There are a number of things that are now relegating the old cookie to the internet dustbin, including browser-level blocking, third-party ad-blocking apps and regulations such as GDPR and the California Consumer Privacy Act (CCPA).
This is an incredibly fundamental change in online advertising. What will happen with the death of the cookie? What does it mean for marketers and advertisers?
Although change is coming, marketing as we know it will be able to survive without third-party cookies. Even now, More effective data sources are on their way. This is the future of marketing.