Thinking beyond the third-party cookie.
By early 2022, all major web browsers will have phased out third-party tracking cookies to respect the growing call for customer data privacy. For most marketers, this paradigm shift presents enormous challenges as they reimagine their strategies for customer acquisition.
Yet third-party cookies are inherently problematic, from limited targeting capabilities to inaccurate attribution. Their loss presents an opportunity to provide a smaller group of high-value customers with higher-caliber and increasingly personalized experiences—in other words, to replace indiscriminate targeting with real value at every step of the customer journey. Through first- and second-party data pools, strategic data partnerships, contextual advertising, and real- time technology, you can develop stronger relationships with both new and existing customers to drive business growth.
Not only can you survive without the third-party cookie—you can thrive in a completely new digital marketing world where customer relationships are built on a foundation of real-time engagement and trust.
