Many marketers and agencies rely heavily on third-party cookies to power their audience targeting strategy. Since Google announced that they will be removing third-party cookies from Chrome in 2022, many marketers are scrambling to understand exactly what this means for their marketing plans.
Third-party cookies are a driving force behind many aspects of programmatic and digital advertising. Since Google announced that they will be removing all third-party cookies from Chrome at some point in 2022, many marketers are beginning to panic. Just how big of a deal is this, and what can marketers do to prepare for the inevitable?
Starting in 2022, Google will remove third-party cookies from Chrome in an effort to protect the privacy of consumers, but what does this mean for programmatic advertising? There has yet to be a decision made about what exactly will replace cookies (if anything), so in the meantime, it’s time for brands to find ways to connect with their customers without sacrificing their privacy. From utilizing their own first-party data to targeting based on location or context, it’s time for brands to be more strategic with their targeting efforts since they can no longer rely on third-party cookies.
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