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Google announced plans to phase out 3rd-party tracking cookies, becoming the last big browser to do so.
It’s the end of an era for cookie-based consumer tracking — and the start of a new era for user tracking that’s even more sophisticated.
And for 20+ years, they were the go-to way for advertisers to track people online. 3rd-party cookie monsters like Criteo soared to multibillion-dollar valuations by developing retargeting tech.
But privacy issues became more important (and better known) to consumers, and companies made moves to block 3rd-party cookies:
And now that Google’s Chrome jumped off the bandwagon, 3rd-party cookies are basically burnt for good.
NO — it just means advertisers will keep tabs on you in other ways.
1st-party tracking is the new name of the game.
And giants like Amazon, Facebook, and Google, with their oodles of user data, will have even more power.
Some tracking methods we’ll see in the post-cookie world:
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