Cookies were a sugar fix for marketers, but now it’s time for some real nourishment
The demise of cookies is a big challenge for the industry, but also a huge opportunity for innovative marketers to really engage their audience. Andraz Tori, head of recommendations and data science for Outbrain, explores how marketers can use new behaviour to draw people into their advertising.
The great fear for many marketers as we head boldly into 2021, after a year that threw a lot of spanners into the works, is the upcoming removal of cookies from Google Chrome, the last of the web browsers to support that collection of third party data.
This change to how we track users is going to cause shockwaves through the industry – it is estimated to be used by around three billion people globally. But that doesn’t mean this update will be a bad thing.
