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Alternatives to Third-Party Cookies

The demise of third-party cookies poses challenges in ad tracking and audience building. Google’s FLoC faces uncertainties amid privacy concerns. Alternatives include zero-party and first-party data, contextual advertising, and leveraging walled gardens like Google Adwords. Organizations must adapt, auditing current strategies and exploring omnichannel approaches until a robust solution emerges.

The State of Third-Party Cookies in 2024: Threats, Impacts, and Alternatives

Introduction In 1994, Lou Montulli first introduced cookies for data storage while working for Netscape. Although cookies existed before, he used them to save small bits of information, such as login information and site preferences, on a user’s computer. Cookies have been in use for more than 28 years. However, their usage has far exceeded […]