What’s in store for marketers once cookies bite the dust?

Chuck Kapelke

According to Advertiser Perceptions, per MarketingCharts, nearly half of marketers (47%) say they use cookies for advertising for key functions including planning, reporting, and optimization.

Digital marketing was built on the ability to track and target consumers as they cut across websites, apps, and online platforms. But in the past few years some of the most important pillars of "addressable media" have started to collapse. Consumers are blocking ads, regulators have clamped down on data sharing, and, last year, Google followed Apple and Mozilla by phasing out third-party cookies on its popular Chrome browser.

Chris Gash/theispot.com

Meanwhile, the identifiers used to track ads on Apple devices will soon become "opt in," crippling marketers' tracking abilities on...

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