What we know about post-cookie audience tracking

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.

The cookie has been a core part of the internet’s advertising ecosystem since its invention in 1994, enabling companies to track users across websites. Cookies have long been flawed from an advertising perspective: two-thirds of the devices used to co in the traditional manner, meaning brands using cookie-based identification lose sight of potential customers as soon as they switch to non-desktop devices, including smartphones, tablets and smart speakers.

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