Your Guide to Never Needing Third-Party Cookies Again

For years now the vast majority of tracking cookies have been rejected by browsers, and every day more and more consumers are blocking them on their own. Let’s face the facts: most of us don’t want to be tracked and targeted — even if it benefits us. In fact, nine in 10 consumers are “concerned” or “very concerned” about the privacy of their data online, and just as many said they’ll disengage with a company that breaks their trust. 

Even worse, this is particularly true of the very populations you probably want to target:

• Young people, who actually understand the dangers of hackers, spyware, malware and the like
• People from groups that have been historically marginalized or targeted by hate groups and police, including Black and Indigenous people, people of color, and members of the LGBTQIA+ community

But don’t worry, this isn’t the end of the road, it’s a new beginning. With 83% of brands (ignoring their customers wishes and) still relying on third-party cookies, this means you have a lucrative opportunity to distinguish yourself simply by listening — and embracing the alternatives: first-party data; and zero-party data.