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Cookie-Less Programmatic Advertising
The world of advertising has harnessed data, mainly through the use of cookies, to learn better about audiences and target them for the past decade. Cookie-less Future is the biggest change to Digital advertising, but is it the end? The answer is yes as well as no. Let’s explore more in detail. But various data breaches have raised concerns of customers about what data is collected about them, by whom, and how it is handled.
This has led to the assembling of the programmatic industry with wide changes that prioritize customer privacy & Cookie-Less Programmatic Advertising. GDPR (General Data Protection Regulation) led the way, and Facebook and Google have also made voluntary changes, the latest one is the removal of third-party cookies from internet browsers. Apple’s Safari blocked these third-party cookies in 2017, Followed by Mozilla Firefox late last year, and Google Chrome, which accounts for around 62% of browsing, has recently announced a two-year transition period to do the same.
What exactly are Third-Party Cookies?
So programmatic advertising is going cookie-less, but is it the end of digital advertising? The answer is yes as well as no, to understand in detail, let’s dive into the article. Third-Party Cookies are the cookies created by domains other than the one visited by users, instead, they are usually used for tracking and online-advertising purposes. It is used to collect various user information such as user behavior on the site, location, type of device, etc.
Impact on Programmatic Advertising
Now, let’s see the impact on programmatic advertising if these cookies are blocked. When it comes to digital advertising, the third-party cookies are like its backbone but the Consumer Privacy Acts such as GDPR, CCPA which wants to make sure that user data tracking are happening with their consent and transparency, but some third-party is utilizing the fine-grained user data to retarget them on the basis of their past web activity which irritates most of the user.
For more such updates, check Out recent Martech Cube blogs.
https://www.martechcube.com/exploring-cookie-less-programmatic-advertising/
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