Marketers rely on data to analyze consumer behavior, measure campaign performance and maximize opportunities to engage through data-driven advertising and digital marketing strategies. Customers are increasingly becoming more vocal about their discomfort with this marketing status quo.
In early 2020, Google announced a plan to phase out all use of third-party cookies in its ad network and on Chrome.
Google reiterated its intention to continue on this path with a recent announcement that third-party cookies won’t be replaced with any similar tracking technology.
Brands relying on this technology are now having to rethink their overall strategy.