Third-party cookies have been an essential part of every marketer’s toolkit for as long as they’ve been around. Businesses and brands have been leveraging these tracking methods to understand their audience’s browsing activities and serve them with relevant ads. Although the removal of third-party cookies will force marketers to revisit their advertising strategies, it will also provide new opportunities for brands to connect with their audience on a more personal level.
If you’re not familiar with how third-party cookies function, here’s a simple breakdown. Say you’re checking out a particular pair of shoes on Nike’s website. Later that day, while scrolling through a different website, you stumble across those exact pair of shoes. Coincidence? It’s not. That’s third-party cookies in action.