This article is part of a VB special issue. Read the full series here: How Data Privacy Is Transforming Marketing.
After driving online tracking and personalization for years, third-party cookies are on their way out. The privacy concerns associated with tracking software have led internet giants to discontinue them. Apple and Mozilla have already got the ball rolling with their respective browsers, while Google is on track to follow suit sometime in 2024.
While this is great news for privacy enthusiasts, marketers are not thrilled with the development. They are also exploring alternate ways of driving their marketing and personalization efforts, such as bringing artificial intelligence (AI) into the loop.
