Third party cookies have been widely used as a marketing tactic to continuously collect data of users to create unique user profiles. These user profiles allow advertisers to precisely measure and target audiences to better their outreach.
In this web series, Senior Web Analyst at Spinutech, Brandon Bever, and VP of Media Innovations and Technology at Basis Technologies, Noor Naseer collaborate to discuss third-party cookies and the future of marketing. As the presenters highlight the value in third-party cookies in marketing, they also discuss their controversy. The use of third-party cookies has been debated for some time as they are invasive of user’s rights and privacy. Further, there is a lack of transparency with consumers as they often are not aware of exactly how their data is being used.
Bever and Naseer discuss the impact that the removal of third-party cookies will have on the marketing environment, while also examining alternative approaches that marketers can take to target audiences. The presenters offer a variety of solutions that can protect the privacy of users, while also benefiting marketers. If you are interested in learning more about the role that online cookies play on the web, this video provides great insight.