For many years now, cookies have been utilised by companies to track their customers experiences and purchases on their websites, and collect data that helps target ads to the right audiences. Now users are insisting greater privacy, transparency, choice and control over how their data is being used. This has become crystal clear that the web ecosystem needs to progress to meet these fast demands. Although Firefox and Safari have phased out their third-party cookies, Google announced that it will phase out the third-party cookies on their browser by 2022. As the tech companies work with advertisers who will need to operate and use only first-party cookies. It also encourages the use of opaque techniques such as fingerprint to reduce the internet users every move.
The cliche right now is that these third-party cookies are on death watch as these didn’t have the best track record for effectiveness. There are many questions arising post-cookies attribution and future methodologies taking their place. The responses by marketing executives to the above scenario was the importance of first-party data and customer engagement, identifying resolution as a successor to cookies and adopting a more sophisticated holistic strategy. By staying updated about all the privacy norms that could impact the business and transition away from these type of cookies. The tech giant Privacy Sandbox could still serve as a lucrative alternative for ad targeting.