In January 2020, Google announced plans to phase out third-party cookies in its Chrome browser within two years, as competitors Safari and Firefox already have. In addition, Apple announced plans to deprecate The Identifier for Advertisers (IDFA) on iPhones, and Google will undoubtedly phase out Google Advertising ID (GAID) for Android in the near future. With digital advertising relying so heavily on third-party cookie data for targeting, personalization and measurement, brands must prepare and adapt to be successful in a cookieless world.
With this new digital advertising era on the horizon, several new cookieless identity solutions have already been developed, with many more to come. But how do marketers know which solution is right for them? First and foremost, it’s important to recognize there’s no silver bullet – there isn’t a single solution that solves every challenge for every marketer when it comes to filling the gap left by third-party cookie data. Rather, marketers must assess their goals,
