Third Party Cookies : AdTech Fortunes After the Cookie

<p><br></p>AdTech Fortunes After the Cookie: Podcast. As the cookie crumbles, What comes next for Digital Advertisers and Marketers? Is it time to ditch Chrome? How to prepare for the next step of digital advertising? Let’s dive in and find out …... Hi, I am Charu Shedha. And I am working as a Brand Marketing Analyst Intern With the International Institute of Digital Marketing. After months of speculations, Google has finally decided to phase out the end of third-party cookies by 2022 and this will soon be the reality for marketers. While the demise of third-party cookies is shaking up the world, marketers face the dual challenge of finding alternatives that enable identification and are privacy compliant. The growth of the ad tech world is highly dependent on their ability to use third-party products efficiently where they follow the consumer’s cross-web behavior and their preferences for targeted advertising. Have you ever wondered how Google, Facebook, and Amazon practice targeted marketing? They actually don't depend on third-party cookies; rather these platforms carry lots of data on an individual scale which directly helps them a target. These are known as “ Walled Garden”. Chrome is one of Google’s most powerful data-gathering tools. Now, how will this impact and what can marketers and advertisers do? No doubt the cookie crumbling will enhance the user's privacy and security but it will leave a huge void in advertising capabilities, especially for those dependent on data-driven digital marketing. But this is not the end, since the first-party cookie still stands tall in the game. Also, second-party data tie-ups can be leveraged for marketing and advertisers can see placing apps at the center of their data strategy. Contextual advertising is not affected by the new laws. Google is also coming up with Google’s Privacy Sandbox to strike the right balance between advertising revenues and a user’s right to privacy. Google wants its Privacy Sandbox to be a private ecosystem by default. Google has o