INTRODUCTION

BEFORE WE START

While the resources listed below will help you tackle the cookieless era through e-books, dedicated articles, use cases, and more, let’s first examine what the end of third-party cookies implies.

Third-party cookies have always been the alpha and omega of digital marketing for advertising targeting. Enabling user tracking on the web, these small text files were read, shared, and sold between different actors for decades. But today, collective awareness around invasive tracking practices and privacy has led to their gradual disappearance.

As this cornerstone of digital marketing vanishes, its disappearance is mostly felt by advertisers, whose ability to achieve effective activation is compromised.

Indeed, how does one personalize content for a website visitor on the open web or maintain controlled advertising pressure on an individual? Can audience lists still be shared with partners?

For the nascent cookieless era, no standards are yet set. Still, plenty of solutions exist to fill the void left by the disappearance of third-party cookies. All you need to do is find the one best suited for you.