How will a cookie-less future affect advertising? In a cookie-less world, your advertising strategy must adapt to rely less on third-party data for targeted and retargeted ads. Today, digital marketers are gathering their own zero- and first-party data on customers and exploring alternative, contextual advertising strategies.

As third-party cookie data comes to an end, we must adapt and accept a future of consent-based advertising. This means overhauling traditional marketing strategies, including reevaluating ad spend with Facebook and Google.

“It will likely take many years for a stable environment that balances standards-based data-driven advertising and consumer privacy to emerge. Marketing leaders responsible for ad budgets, media mix, planning and measurement will need to adjust strategies as Google rewires its data policies, ad products, and capabilities against a backdrop of new privacy norms and elevated antitrust dynamics.” – Eric Schmitt, Senior Analyst, Garner

Third-party cookies were designed to anonymously capture and store information under the control of the end users but, as we’ve seen, they were hijacked by ad tech companies. The entire ad-tech ecosystem was built on third-party technology—and is now being blown apart. As third-party tracking is phased out, marketers need to quickly adopt new technologies, processes, and skills to acquire and retain customers.

For over two decades, marketers have relied on third-party cookies—snippets of code that track users’ activity as they surf the Internet—to deliver targeted ads based on consumers’ online behaviors. But that was then, and a cookie-less world is now. Navigating these uncharted waters leaves marketers scratching their heads.

There is no silver bullet to replace what third-party cookies provide today. Adopt a strategy to expand your first-party data by leveraging modern identity resolutions solutions such as SAVVY DATA AI. Because the clock is ticking, U.S. mobile users are automatically blocking cookies and over 40% of desktop users are doing the same.

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Discover new ways to collect zero-and first-party data from your website, turning prospects into customers and customers into loyal brand advocates. We understand the challenges that brands are facing in our new cookie-less world. Let us demonstrate the real power of unlocking your first-party data by utilizing SAVVY DATA AI's online visitor identification technology. If you are interested in driving more sales and giving your businesses a real competitive advantage, drop us a line and let’s chat.