A growing number of people are concerned about how much of their online activity is tracked-72% feel almost everything they do online is monitored by advertisers or technology firms, while 81% believe the risks associated with data collection outweigh the benefits.
Google's 2020 announcement to block third-party cookies by 2024 sent shockwaves through the industry, compelling B2B marketers to rethink their approach to user tracking and targeted advertising.
The cookie deprecation delay offers a critical opportunity to explore sustainable marketing practices while underlining the need for a strategic pivot.
The deprecation of third-party cookies elevates the importance of first-party data - data collected directly from interactions with customers and prospects.
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