The deprecation of the cookie may have been delayed following Google’s recent Chrome update, but it still looms large on the horizon. With data privacy regulations continuing to spread globally, advertisers are under no illusion that change is coming. The prospect of a world without third party browser cookies has captivated the industry and driven meaningful investment in finding alternatives.
This guide delves deep into this new landscape, looking at the main privacy-compliant solutions that are currently available and the pros and cons of each.