How brands can respond to the consequences of a cookie-free world

Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.

The future of identity

This article is part of a series of articles from the WARC Guide to the future of identity. Read more.

Since the dawn of the advertiser-funded internet in the mid-1990s, brands have used third-party cookies to track behaviour and target customers. Yet, by 2023, Google Chrome will become the last major browser to phase out the use and sharing of third-