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By Sam Bradley-26 January 2021 08:30am
How can marketers prepare for the crumbling of the third-party cookie?
We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie.
With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the internet itself are huge.
It also poses hard question for marketers. As the token falls out of use, personalisation approaches that rely on third-party data will be put under pressure. But targeting the right audiences at scale is still the goal of most digital marketers. So, what‘s to be done?