A Cookie-less Future: How Marketers Can Prepare

Cookies play a fundamental role in the usability of the Internet. Although cookies currently serve many purposes, cookie-based tracking will continue to fade due to cookies’ inherent vulnerability to being blocked or exploited.

Some companies like Apple have begun sunsetting third-party pixels, with Safari already eliminating third-party pixels. Apple’s latest iOS14 update will give power back to the consumer to opt-in or opt-out of tracking on Facebook and other apps.

The most anticipated update is set to roll out in 2021 by Google. Making up 48% of the browser market, Google’s update will be the most detrimental to advertising strategies.