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7 Marketing Alternatives to Tracking Cookies

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7 Marketing Alternatives to Tracking Cookies At some point your life, you've probably had a run-in with ads generated by third-party cookies. Think about it. Have you ever browsed an online store, then gone on to a social media network just to see a pop-up advertisement for the exact products you just looked at? Unless you've given your email to the ecommerce store you visited, this ad was likely generated with third-party cookie data. When you visit a site that generates third-party cookies, the site places a tracking code -- or cookie -- on your browser. The code then allows that website to learn about the other sites you're visiting and builds a user profile around you. This enables brands and advertisers to generate and launch the sometimes creepily pinpointed ads. Third-party cookies are different from first-party cookies, which can only give brand information about the sessions a user has on its own site. According to a number of publications, Google Chrome will only phase out third-party cookies, while first-party data is still intact. And, since Safari and Firefox blocked third-party tracking years ago, this strategy was already becoming outdated. However, while this move won't heavily impact some brands, advertisers who've relied on third-party Chrome data for their strategies are frantically wondering. "How will I create the same sense of hyper-personalization without the third-party cookie?" In fact, a number of advertising agencies and organizations have already spoken out against Google's move. Meanwhile, some marketers are also concerned that...