How an innovative campaign helped Fitbit prepare for a digital future without cookies

Stephen Whiteside

Fitbit, the fitness-technology company, ran a digital campaign that aimed to determine if it could achieve strong results without using cookies.

Fitbit wants to make sure its marketing remains fit for purpose when cookies are no longer a foundational part of the digital ecosystem.

The San Francisco, California-based enterprise is best known for a slate of connected products – like wearable fitness trackers, smart scales, and smartwatches – that monitor an individual’s health data, ranging from the number of steps taken and calories burned to their weight, sleep stages, heart rate, and number of “active minutes” in a given day.

And the brand was seeking to build up its own capabilities in the face of an impending future without cookies...

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