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    • Best Cryptos
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      • Best Crypto Winter Tokens
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      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
    • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
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    • Crypto Games
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    • Crypto Wallets
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      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
    • Bitcoin Casinos
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      • Ethereum Casinos
      • Earn Free Crypto
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        • Earn Free Bitcoin
        • Make Money With Crypto
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        • Aqru Review
        • Best Staking Coins
        • Crypto Interest Accounts
        • Crypto Lending Platforms
        • Crypto Loan Sites
        • Crypto Savings Accounts
        • Crypto Staking
        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
        • Best DeFi Interest Rates
        • Best DEX Coins
        • DAO Crypto Projects
        • DeFi Lending Platforms
        • DeFi Staking Platforms
        • DeFi Swap Exchange
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        • Buy Bitcoin AU
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      • Bitcoin Mining Sites
        • Best Coins to Mine
        • Ethereum Mining
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        • Financial PR Agencies
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        • Web3 Marketing
  • Cryptocurrency
    • Buy Crypto
      • Buy Bitcoin
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
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      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
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      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
    • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
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      • OpenSea
      • Rarible
  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
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      • Buy Adobe Stock
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      • Buy DWAC Stock
      • Buy eBay Stock
      • Buy Etsy Stock
      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Matterport Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Medifast Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
      • Buy NRG Stock
      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
      • Buy Tesla Stock
      • Buy Samsung Stock
      • Buy Upstart Stock
      • Buy XELA Stock
      • Buy Zoom Stock
    • Buy Stocks
      • Buy Shares UK
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      • Buy 5G Stocks
      • Buy Cannabis Stocks
      • Buy Coinbase Stocks
      • Buy Dividend Stocks
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • Capital.com Review
      • Copy Trading Platforms
      • Demo Accounts for Stocks
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      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
      • Islamic Brokers
      • Low Margin Rate Brokers
      • Paper Trading Platforms
      • XTB Review
    • Best Forex Brokers
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      • Best Forex Brokers IN
      • Best Forex Brokers UAE
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      • Best Stock Brokers ZA
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      • Best Forex Signals
      • Best MT4 Brokers
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      • Best Scalping Brokers
      • High Leverage Brokers
      • Low Spread Forex Brokers
    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
      • BitiCodes Review
      • Bitindex Prime Review
      • BitIQ Review
      • BitTrader Review
      • Crypto Bank Review
      • Crypto Boom Review
      • Crypto Engine Review
      • Immediate Edge Review
      • Meta Profit Review
      • Metaverse Profit Review
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      • Oil Profit Review
      • Prime Advantage Review
      • Quantum AI Review
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      • Teslacoin Review
      • Today Profit Review
      • 7Tesler Review
    • Bitcoin Robots
      • Automated Trading
      • BitAlpha AI Review
      • Bitcoin 360 Ai Review
      • Bitcoin Blueprint Review
      • Bitcoin Circuit Review
      • Bitcoin Code Review
      • Bitcoin Digital Review
      • Bitcoin Freedom Review
      • Bitcoin Motion Review
      • Bitcoin Prime Review
      • Bitcoin Profit Review
      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold Review
      • BitProfit Review
      • Bit Index AI Review
      • British Bitcoin Profit
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Alerts Sites
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges SG
      • Crypto Exchanges UAE
      • Crypto Exchanges UK
      • Crypto Exchanges ZA
      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
      • Litecoin Mining
      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
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      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
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      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
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      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • NFT Trading Card Games
      • Sport NFT Drops
      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Shares UK
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      • Buy Nio Stock
      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
        • Best Forex Brokers CA
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    Digital & Social⟩Online Marketing

    What the Death of Browser Tracking Cookies Means for Marketers: Part 1

    author imageKane Pepi Last updated: 29 May 2019
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    Goumbik / Pixabay

    The tracking cookie is crumbling and it’s about to make a big mess for marketers. Cookies are the most ubiquitous method for tracking consumer behavior and gathering data, and they’re used by nearly all adtech and martech platforms. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies. Browser-level blocking, third-party ad-blocking apps, and new regulations like GDPR and the California Consumer Privacy Act (CCPA) are quickly relegating the old cookie to the internet dustbin.

    Adweek has called this a “fundamental change” in online advertising. What does the death of the cookie mean to marketers and advertisers like you? In this two-part series, we’ll look at what cookies are and why they died, and in part two, how marketers will adapt without tracking cookies. Grab a glass of milk and let’s dip in!

    What Are Tracking Cookies?

    Also known as “browser cookies” or just “cookies”, they are data that is set by a website or third party that is stored in the form of a text file in web browsers. Using the user’s IP address as a unique ID, cookies contain information like browsing history, user ID, session ID, and more. Cookies are created once any website is accessed that uses cookies. When returning to the same site, the browser sends the cookie file to the server and in turn, users get a personalized browsing experience.

    The Difference Between First-Party Cookies and Third-Party Cookies

    First-party cookies are set by the website a user is browsing and are used to keep track of activity as they move from page to page. They enable vital website functionality like authentication, maintaining shopping carts, website preferences, and login information. Without first-party cookies, users would have to log in on every page and would not, for example, be able to put an item in the cart and keep shopping, and no information (like shipping and billing addresses) would be stored, since very few websites store this data on their own servers. In short, without first-party cookies, the website experience would be awful to impossible. Since they only track activity on the site which someone is intentionally visiting, they are not generally subject to the ire (and blocking) that third-party cookies receive.

    Cookie-blocking technology and government regulations are focused mostly on third-party cookies because they are the ones that track user activity across the web. They are placed in the browser via tracking pixels or Javascript code. What riles online privacy advocates is that third-party cookies do not originate from a website that a user has proactively interacted with. Advertising networks like Google Adsense, Propeller, and others are usually the source of third-party cookies, which are used to track users across multiple websites and use that information to more precisely target them with ads. There is no implicit or explicit permission to do this, so it can easily be seen as an invasion of privacy.

    Firefox and Safari Burn Third-Party Cookies

    Just like Apple quickly scuttled Adobe Flash from the digital landscape (which, honestly, nobody but Homestar Runner misses) it also put the first knife in the cookie. While both Mozilla and Apple have had third-party cookie blocking on by default for a while, ad networks quickly found loopholes in those protections.

    With little financial interest in digital advertising and its main Google differentiator now being privacy protection, Apple made the move to Intelligent Tracking Prevention 2.2 (ITP) to seal up the digital loopholes and much more effectively block third-party cookies. Mozilla’s privacy-focused Firefox browser will follow suit with similar improvements to its Enhanced Tracking Protection (ETP).

    Both ITP and ETP are able to block third-party cookies by preventing them from being stored in the browser, and to close the loophole exploited by advertisers, they can also prevent third-party cookies from being recorded as first-party cookies. Apple’s ITP 2.2 in Safari takes it a step further by cutting the first-party cookie lifespan from seven days to one day. They blockers are active by default in both Safari and Firefox.

    Why Chrome’s Cookie Blocking Might Have a Bigger Impact

    Google’s business model relies on collecting data about consumers—what they are shopping for, what videos they watch, and what they read, and surf for on the internet. Given the search giant’s dominance in advertising and that Chrome browser accounts for over 60% of the browser market share, Google’s opt-in version of ITP will be the ultimate swan song for cookies—and why the company may run afoul of antitrust law.

    Since cookies aren’t compatible with mobile apps, alternatives like Advertising IDs and location data are already being used as a “real-world behavior” cookie alternative. Where Google could run into trouble is when and if it further develops its own browser ID-based cookie alternative. Since Google controls a majority of the browser market, 30% of the email client market, and over 40% of the display advertising market, it’s ripe for monopolizing the digital advertising and data markets. When you couple the data that only Google can monetize from Google logins with a potentially proprietary browser ID system, the domination looks even more complete.

    Google, of course, is keenly aware of the implications, which is why it is carefully marketing all of its new privacy controls as a benefit to consumers. “Our experience shows that people prefer ads that are personalized to their needs and interests,” Google engineering VP Prabhakar Raghavan said in a blog post explaining the shift, “but only if those ads offer transparency, choice, and control.”

    It has also kept fairly mum on what it will do in the absence of third-party cookies. The big question is whether or not Google will make a market-dominating move with a replacement. This is possible under a business-friendly (though entirely unpredictable) administration in the U.S., though unlikely when you consider the GDPR-governed implications in the E.U. and potential future action under a domestic administration that is less keen to digital monopolies. Google most certainly has a plan, but all we have for now is speculation. No matter what Google does, its digital dominance assures that it will guide the future of the entire adtech market.

    Does the California Consumer Privacy Act (CCPA) Regulate Cookies?

    California’s upcoming CCPA enforcement in 2020 does not directly regulate the use of tracking cookies. However, CCPA defines the phrase “personal information” to include any information that “identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.” It specifically identifies cookies as a type of data that qualifies as containing or being “personal information.” Since CCPA appears to treat persistent tracking cookies—such as those used by behavioral advertising networks—as personal information, it may cause companies that use them to fall under the purview of CCPA and require websites that use them to display an EU-style “we use cookies” banner and opt-in CTA. Beyond the disclosure requirements, it does not appear that CCPA regulates or bans the use of cookies per se.

    The Consequences of Cookie Blocking

    While the death of cookies will have far-reaching consequences across the marketing and advertising landscape, you don’t have to completely freak out yet, because at least we’re all in the same boat.

    The biggest impact will likely be felt in programmatic advertising because programmatic relies almost entirely on third-party cookies as the foundation for user-level targeting and measurement. Without cookies, marketers can’t target users with highly relevant ads or determine whether those ads lead to sales. And given that digital ad spending in the U.S. alone is expected to exceed $129.34 billion this year and that programmatic advertising is largely seen as the financial foundation of the internet, this is a really big deal. Of course, the next generation of ad targeting is already in the works thanks to contextual targeting that was once the domain of mobile, so I would not expect this to cause the ad world to crumble. However, it may be a big shock to an already struggling media industry if their main source of income (digital ads) is in any way disturbed, which here is a distinct possibility.

    One unintended consequence of shortening the lifespan of first-party cookies could impact how marketers track website visitors. Previously, an undeleted Google Analytics cookie could live on a browser for two years. With that lifespan shortened to as little as one day in Safari, it will cause a duplication of unique users and massive inflation of their numbers in GA.

    While that might make you look good for a second, what it’s really doing is blowing up years of benchmarking user counts. Whether you are a publisher looking at unique pageviews or an e-comm marketer looking at site visits, this can end up making a mess of your historical data. “The fundamental challenge facing marketers with this latest release is visibility into how their digital marketing is performing,” said Ryan Storrar, SVP and head of media activation for Europe, Middle East and Africa at Essence in an interview with Digiday. “ITP 2.1 is the latest chapter in this story. There are steps that can be taken to limit the impact in the short-term, but, more broadly, a post-cookie world is clearly on the horizon and marketers need to get ready.”

    Next Week: What Will the Post-Cookies World Look Like for Marketers?

    Speaking of getting ready, in part two coming next week, we will look at what will replace cookies, how marketers are adapting, and if cookies will have an impact on call tracking platforms like Invoca. Stay tuned!

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      This article originally appeared on Invoca Blog and has been republished with permission.
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    Author: Kane Pepi

    Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendly

    … View full profile ›


    More by this author:
    • VoIP Basics: Everything Beginners Should Know!
    • Bitcoin Investment, Trading & Mining: The Ultimate Guide for Beginners
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      Discuss This Article

    Show Comments (2)
    Add a Comment
    • Elisa Soto says:
      July 31, 2019 at 9:43 am

      Hi. very interesting and thorough article, easy to understand. Thank you.
      I was looking for the next article: Next Week: What Will the Post-Cookies World Look Like for Marketers?
      but could not find it.
      Did you ever published it?

      Reply
      • Owen Ray says:
        August 4, 2019 at 8:24 pm

        I’m glad you found it helpful! You can find part II here: https://blog.invoca.com/cookies-are-dead-heres-what-marketers-can-do-about-it/

        Reply

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