Future of digital marketing in a cookie less world - Before cookies were developed, there was a major issue for Internet users and servers to keep track of frequent and new visitors. After programmers developed cookies, tracking site visitors became quite simple and it also allowed the websites to collect some details about those visit their sites. This year, Google announced that it has planned to remove third-party cookies from its Chrome browser by 2022 following the footprints of Mozilla which had eliminated cookies from Firefox in 2019. Meanwhile, Apple has planned to ban cookies from Safari by March. This would become an apocalypse for the marketing industry in the future. The implementation of GDPR privacy regulations as per the California Consumer Privacy Act, January 1, the death of cookies, seems to be a virtual-extinction level event for an ecosystem built previously using these cookies.
The future of digital marketing is being forced into a cookie-less world. For the digital marketing companies, third-party cookies are the backbones, but some third party is misusing it to target users based on their web activities. Based on the study to quantify the potential impact of disabling third-party cookies attempted by Google, average revenue decreased by 52% for the top 500 global publishers. The loss of third-party cookie data is somewhat difficult to deliver the exact offers to the consumers. This will greatly influence the effectiveness of digital campaigns and risks the possibility of product ads posted in the forums. This conclude that the future of digital marketing in a cookie less world.