This is how the cookies crumble

The move by Google to phase out the cookie heralds a new era in digital advertising. Marketers have little option but to toe the line.

22 October 2021

In 2023, Google will no longer support third-party cookies on its Chrome browser. As Chrome accounts for 65% of browser use globally, according to StatCounter, the move signals a new era in digital marketing, advertising and browser engagement.

As explains, third-party cookies are used extensively in online advertising to track consumer behaviour. They’re positioned on a website through a script or tag, and are accessible on any website that loads the third-party server’s code. They’re designed to help marketers engage directly with prospective customers.

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