How Can Brands Thrive in a Cookieless World?
March, 2024 | By Kristina Prokop - Eyeota
Third-party cookie deprecation in Chrome is underway, and advertisers and publishers alike are looking to shore up their data-driven marketing strategies in a sustainable and effective way. One thing is certain: The end of third-party cookies does not mean the end of data-driven advertising.
Third-party cookies are not the only method for targeting digital consumers. There are multiple ways to identify users in privacy-compliant ways, from hashed emails to IP addresses to universal IDs, mobile IDs and more. Together, these sources unite to become sets of audience data that can enable omnichannel targeting. More than ever, marketers are going to need high-quality sources of such data to bridge the gap left by the loss of third-party cookies.