Acceleration’s Colleen Rose looks at the implications for the future of marketing and educates brand marketers on the reality of the situation. The move away from third-party cookies affects a wide range of stakeholders in the digital ecosystem in different ways and the paper examines the impact for publishers, demand side platforms (DSP’s) and consumers. Reviewing also current industry responses, Colleen identifies six different approaches that the market is taking to prepare for the threat of a cookieless marketing future state and gives her recommendations on what brands and advertisers should be considering.
Marketing in a world without cookies
Leading brands and advertisers can prepare for the future by strengthening their focus on first-party data, which in turn, demands consumer consent and responsible data collection and use.
Of the web browser market is owned by Chrome and Safari
On average reduction of funding for publishers if cookies are removed
Anonymity of the future state of digital media
Marketing in a world without third-party cookies
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Early 2020 Google announced that their browser Chrome will phase out third-party cookies in 2022, which will likely have an impact on tracking & advertising.Přečíst článek