From cookies to coupons: Marketing in a privacy-first world.
Last month Google made the startling announcement that it would not be going ahead with plans to phase out third-party cookies after all, adding another twist to the ongoing data privacy debate. While this gives marketers more time to adapt, the writing is still on the wall—traditional methods of tracking users are on their way out and other major browsers like Safari and Firefox still block third-party cookies by default. So, how can marketers continue delivering personalised, effective campaigns while respecting people’s privacy?