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Third-party cookies have been key to programmatic advertising, allowing advertisers to track users across sites for personalized ads. As privacy concerns grow, browsers like Safari and Firefox have blocked these cookies by default. In this article, you’ll learn about third-party cookies and their functions in Google Chrome.
The pending loss of third-party cookies means contextual advertising will become more important than in the past and adtech is essential to marketers who are looking for ways to access customers through contextual data. This leads to users seeing more relevant ads based on their psychographic, demographic, and behavioral patterns.
Advertising across various platforms will exceed 60% of global ad spend for the first time in 2022, and digital advertising share is expected to rise to 65.1% From the dawn of digital advertising in the 90s, cookie-based targeting was a go-to technique for tracking user behavior and delivering relevant ads for the right audiences.
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