According to the Interactive Advertising Bureau (IAB), the market has already lost approximately 50-60% of the signal fidelity from third-party identifiers due to actions from other platforms (like Apple, Firefox, etc)

The implications of cookie deprecation are significant for online advertisers, marketers, and analytics providers who rely on cookies for targeting and tracking user behavior. As cookies are deprecated, alternative technologies and methodologies, such as first-party cookies, server-side tracking, and contextual advertising, are being explored to address the evolving landscape of online privacy and data protection.

Several factors contribute to the deprecation of cookies:

Privacy Concerns:

Cookies have been criticized for enabling invasive tracking of users' online activities without their explicit consent. As awareness of online privacy issues grows, there is increasing pressure on companies and browser developers to enhance user privacy.

Regulatory Changes:

Various privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, have imposed stricter rules on how user data is collected and processed. Cookie deprecation aligns with these regulatory changes.

Browser Policies:

Major web browsers, including Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge, have been working to implement measures to limit or eliminate the use of third-party cookies. For instance, Google announced its intention to phase out third-party cookies in Chrome by 2022.

User Empowerment:

Cookie deprecation is part of a broader movement towards giving users more control over their online data. Users are being provided with tools and settings to manage their cookie preferences and choose whether to allow or block certain types of tracking.

The Grim Reality of Cookie Deprecation for Marketers

Current and upcoming privacy regulations will enhance consumer rights and, consequently, impact the business requirements pertaining to various advertising strategies and tactics. These include:

Implementing targeted advertising

Utilizing "sensitive data" for segmentation, measurement, research, or other purposes

Assessing the results of advertising campaigns

Transmitting consumer preferences and requests through the advertising industry supply chain

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