Trend overview
Cookies are small files generated by websites and stored on users' computers to track internet browsing. However, their relevancy and usefulness from an advertising perspective have diminished.
A combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation has impeded the ability of brands to use cookies as a primary method of delivering targeted communications.
Two-thirds of the devices used to connect to the internet do not support cookiesin the traditional manner, meaning brands using cookie-based identification lose sight of potential customers as soon as they switch to non-desktop devices, from...