Online marketing has relied on third-party cookies for more than two decades to target consumers with messages and encourage them to buy products. Cookies are the foundation of behavioral targeting, account-based marketing, programmatic advertising and attribution strategies that have helped online advertising evolve into a multibillion-dollar industry.
As consumers demand increased privacy over their personal data, the major browser companies have announced and enacted plans to phase out cookies. Now, marketers need to find new, innovative ways to reach consumers online. This presents some tough challenges and some exciting opportunities.
Our guide will explore how the cookie has evolved and shaped online advertising and what a cookie-less internet might look like in the future.