Third-party cookie – Challenges for marketers

Third-party cookie – Challenges for marketers

This is the era of privacy. The modern consumer expects truly personalized experiences on whatever touchpoint they engage with your brand. Challenge accepted. But here’s the kicker, they want this complemented by heightened privacy, tighter data controls and the right to have the information erased with the click of a button. During the recent Cheetah Digital Signals21 event, Richard Jones, CMO of Cheetah Digital, Tim Glomb, VP Content, Cheetah Digital and Scott Cunningham, Founder, IAB Tech Lab dissect ways to break the personalisation and privacy paradox. So as to third-party cookie – Challenges for marketers.

During the past three years, major technology companies have been announcing their removal of third-party cookie plans. Their decisions have been influenced heavily by the Facebook and Cambridge Analytica scandal which emerged in early 2018. In January of 2020, Google announced plans to phase out support for third-party cookies within a year. Since then browsers such as Mozilla Firefox and Apple’s Safari have announced they will be stepping away from cookies too.

When Google explained that third-party cookies will not be eradicated until 2023. As we get closer to the cliff edge of the deprecation of third-party cookies, we’re going to see marketers ramp up and hopefully get more people into using advanced personalization at a one-to-one level using known data. Consumers want more personalization and more privacy, this is the paradox marketers are grappling with right now.

About Cheetah Digital –  It is a cross-channel customer engagement solution provider for the modern marketer. The Cheetah Digital Customer Engagement Suite enables marketers to create personalized experiences, cross-channel messaging, and loyalty strategies, underpinned by an engagement data platform that can scale to meet the changing demands of today’s consumer.

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