Page 3 - Third Party Cookie News Today

Data privacy has been an increasing concern in recent years as internet users have felt kept in the dark on who has access to their personal information and how it is used online. In response, marketers and advertising platforms have felt under pressure to respond to increasing consumer demands regarding privacy and control. Harry Brace, marketing technology consultant at Impression, considers changes to privacy settings and how they will affect marketers.

Today’s marketers face major challenges as the regulatory and technical environment in which they operate continues to shift, while the days of the third-party cookie are severely numbered. Bobby Gray, head of analytics and data marketing at Artefact, looks at how organizations can tackle the resulting data loss with a first-party data mindset – and the adoption of artificial intelligence and machine learning.

B2B marketers are too often left out of the cookie conversation, but they too face major hurdles to delivering personalized content and measuring campaign success in the post-cookie world. Matt Yorke, global chief revenue officer at Foundry, spells out four tactics for B2B brands to adopt today to maximize the effectiveness of future targeting and measurement.

Google has confirmed it will phase out Universal Analytics from the middle of next year. It is really important to move to Google Analytics 4 (GA4) now so that you can start collecting data. Adam Futer, Google Analytics specialist at Vertical Leap, writes on why this isn’t a simple update, but a complete overhaul of the system and the data it works with.

Paid search is arguably the most knowledge-rich, mature digital marketing channel. It also moves fast, and can be hard for non-experts to keep track of. For The Drum’s Deep Dive into Digital Advertising, Rebecca Wilkes of performance marketing agency Summit Media looks into four trends for the year ahead and what marketers can do about them.

Cross-app tracking is not dead, despite the far-reaching impacts of Apple’s AppTrackingTransparency framework. However, its use cases have changed, argues Jake Moskowitz, vice-president of data strategy at Emodo.

As the digital marketing world continues to look for alternatives to third-party cookies, an ‘audience engine’ driven by artificial intelligence (AI) and robust first-party data could provide a route to deeper customer insight and accurate targeting. Manuela Mesa, managing consultant UK at Artefact, considers how brands can utilize AI to make better decisions.

Welcome to the fourth installment in our eight-part series preparing you for the post-cookie world. In our first post, we provided a deep dive into third-party cookies for a baseline...

As third-party cookies are relegated to the annals of history, many marketers have been pinning their hopes on universal ID solutions able to track specific users across the internet. But is this technology really viable with big tech privacy enforcement becoming more stringent?

As third-party cookies deprecate in 2023, marketers face many challenges for creating hyper-targeted, measurable digital marketing campaigns. Companies are striving now to determine how to continue delivering personalized experiences while tracking return-on-investment (ROI) and protect revenue generation while adapting ad targeting capabilities. They’re also thinking about how to ensure the consistent and effective flow of data downstream, and what compliance solutions are still needed (a coo...