Reasons Behind Phase-Out of Third-Party Cookies

1
Reasons Behind Phase-Out of Third-Party Cookies

• Originally, third-party cookies were designed to
  anonymously store information under the control
  of end users.
• But ad tech firms misused the opportunity to
  collect and link datasets for personalized
  targeting, leaving consumers worried about their
  privacy.
• Cookies are used by brands to monitor website
  visitors, improve user experience, and gather
  data to deliver personalized ads.
• It's also utilized to find out what visitors are
  looking at while they're not on the brand's
  websites.

2
What is Cookieless Advertising?

• Cookieless advertising indicates that marketers
  are relying less on third-party cookies.
• Cookieless does not imply completely cookieless.
• Cookies can still be tracked by digital marketing
  businesses in Singapore and web browsers like
  Google and Safari, but only with the user's
  permission.
• As a result, the user has control over the
  privacy of their online data.

3
Things to Consider while Creating a Cookieless
Strategy
1. Plan your first-party data strategy 2. Plan
for greater data collection 3. Identify the
right data partnerships 4. Tailor your targeting
strategy 5. Tap into the right technology
4
What Makes Contextual Targeting a Better Option
for Cookieless Advertising?

• 79 of consumers are more comfortable seeing
  Contextual than behavioral ads.
• Contextual targeting is fast becoming a
  future-proof, brand-safe, and successful
  cookieless targeting option.
• According to data, the global contextual
  advertising market is predicted to reach 376.2
  Billion by 2027.
• Context is so powerful that 49 of brand
  marketers are looking to contextual advertising
  to replace cookies.