The digital ad industry is now living in the future we’ve been warned about for years — or one facet of that future, at least. We’re effectively living in a post-third-party-cookie world. But it’s not the end for retail marketing.
What is ending is much of what we’ve known about targeting and measuring campaigns on the open web. In response to regulations and consumer concerns, leading browsers such as Chrome, Safari, and Firefox are ending or already ended the practice of enabling third-party cookies by default.