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The end of third-party cookies: How it will affect advertisers and publishers (marketingtechnews.net)

Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetization methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad revenue.

Why are third-party cookies going away?

Third-party cookies are online user identifiers that are set by a third-party platform or technology provider on the website the user is visiting. Cookies are stored on the user’s device. Brands have long used third-party cookies to track website visitors, improve user experience, and collect data to target ads to the right audience. The main advantage of third-party cookies for advertisers was that they enabled the tracking of what users were browsing throughout the entire web within a specific browser, not just on the site on which these cookies had been installed.

The third-party cookies cancellation is due to the users’ growing distrust of third-party cookies. The latter doesn’t allow the users to control where and how their personally identifiable information or PII is used.

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