When you can't rely solely on third-party cookies for tracking and personalization, you will need to invest in alternative methods such as first-party data collection, contextual targeting, data clean rooms and universal identifiers. These methods offer more robust and privacy-compliant approaches for understanding and engaging with your audience, while ensuring the continued effectiveness of your marketing efforts at the same time.
Google announced in April it would delay cookie deprecation once again until 2025. While the company's gradual shift away from third-party cookies may seem like a vague concern on the horizon, make no mistake-the repercussions will be felt far and wide.
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