With Firefox, Safari and Edge already blocking third-party cookies, and Google removing them by the end of 2023, marketers will need to adopt alternative solutions for targeting potential customers. An Adobe Digital Trends report found that 60% of senior executives say that the loss of third-party cookies will have a disruptive effect on their marketing. Obviously, the time to re-think marketing strategies is now.
If marketers have learned anything over the past two years, it’s that the only constant is change. While some are dreading a cookieless world, adopting new strategies that go beyond cookies will ultimately keep you current with the industry. Marketers should lean into first-party data, which will be instrumental in this new, more transparent ecosystem.