The definitive and absolute termination of third-party cookies – something that was once unthinkable to marketing teams – is now imminent. For years, brands have leveraged the convenience and accessibility of third-party cookies to track internet users throughout their online journey, paving the way for strategies like re-targeting and contextual display advertising. Soon, thanks to Google’s recent pivot on privacy, the era of cross-site tracking will be confined to the history books. So, is the great cookie collapse all bad news, and how channels that rely on first-party data – such as SMS – are making a surprising comeback?
According to recent estimates, more than 80% of all marketers are reliant on third-party cookies. They’ve shaped the digital marketing world, allowing businesses to effectively “follow” website visitors around the internet, targeting them with relevant ads. In a bold move, Google has joined the ranks of Safari and Firefox Article source: https://martechseries.com/mts-insights/guest-authors/great-sms-comeback-demise-third-party-cookies-triumph-texts/
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