"We all know how cookies track user behavior across different websites, power personalized ads and allow brands to understand their audiences without ever meeting them. But now, with data privacy regulations tightening (GDPR, ePrivacy Directive, CCPA) and major browsers phasing out third-party cookies (Safari and Firefox already block third-party cookies, and Google Chrome will end support by late 2025), that era is coming to an end."
"But first, let's take a look at how the phasing out of third-party cookies actually impacts customers and their experience when shopping with you. The reason why most brands have found themselves pulling the short straw is that when third-party cookies disappear, brands lose one of their biggest tools for understanding and reconnecting with customers. Without that data, retargeting becomes harder, personalization weakens and customers receive more generic experiences."
Third-party cookies have long enabled cross-site tracking, powering personalized ads and audience understanding, but tightening regulations (GDPR, ePrivacy, CCPA) and browser moves are ending third-party cookie support by late 2025. The loss of that behavioral data weakens retargeting and personalization, producing more generic customer experiences and leaving customers feeling unseen. Brands that invest in loyalty programs can convert anonymous interactions into first-party, consented data and trusted relationships. Loyalty-driven strategies enable direct engagement, targeted offers, and sustained personalization without relying on third-party tracking, helping brands retain recognition and reconnect with customers in a cookieless environment.
Read at Forbes
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