Page 5 - Third Party Cookie News Today : Breaking News, Live Updates & Top Stories | Vimarsana

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.