The Evolving Cookie Landscape and its Impact on Digital Marketing

Third-party cookies aggregate data across many companies in the form of a cookie stored in a browser, so, as consumers jump between sites, it tracks their behavior and usage.

First-party cookies are tracking cookies created and used directly by the website users visit. For example, Amazon uses its own cookies to track user activity on its own domains.

To show relevant ads and stay privacy-centric, Google will evolve third-party cookies into

Topics: recognizable categories that the browser infers based on the pages users visit.

FLEDGE: a new way to address remarketing, i.e., reminding users of sites and products they’ve been interested in without relying on third-party cookies. As users move across the web, the sites of advertisers they've visited can inform their browser that they would like a chance to show you ads in the future.

Find out more in our whitepaper.

here are two major reasons:

i) Users are more aware of their privacy rights and are willing to take action to protect them.

ii) Data Privacy laws have obligated data processors to be transparent and obtain consent before collecting any personal data via cookies.