What Comes After Third-Party Cookies?

What Comes After Third-Party Cookies?

There are four main drivers pushing changes to third-party cookie tracking: consumer expectations, laws and regulations, browser changes, and ad blocking.

Consumers today genuinely care about transparency and trust from the brands with whom they spend their money. For example, 80% of audiences say they’re more likely to purchase from companies they believe protect their personal information. 

Beyond this trend in customer expectations, global laws, privacy regulations and major tech companies are weighing in. The GDPR, the ePrivacy Directive, and the CCPA all specifically target the use of third-party cookies. Popular browsers, including Safari, Firefox, and Chrome, have either blocked or plan to block third-party cookies.

The removal of third-party cookies changes the game for the entire industry. Without access to key data to improve marketing or ad performance, the question is, Where do we go from here?”

Download the latest report from OneTrust PreferenceChoice to uncover what marketers, publishers, and advertisers need to know about changes to third-party cookies, strategies to implement for zero-party data collection, and concrete steps to building trust and transparency with customers.