Third-party cookies help brands and companies keep track of website visitors and discover more about the person behind the browser. They allow them to create a dialogue from page to page on a website to create better experiences online.
This worked well when the transaction took place between consumers and trusted brands. But, over the years, data companies began to use cookie synching to collect this data behind the scenes without the consumer knowing or consenting. It’s this behaviour that has led to the concerns and conversations that are now taking place now around privacy.
As a result, the industry is going to experience fundamental changes to the way marketers connect to consumers today and if brands don’t stay ahead of these changes, they’re going to lose out.