By Kareem Masri, digital lead, Saudi Arabia, Magna.
Cookie-based data is a key component of digital marketing. Online marketing businesses have got into the habit of resorting to cookies for targeting, retargeting and determining user behaviours. This has caused digital marketers to focus specifically on third-party cookies, which, unlike their first-party counterparts, are set by other websites for cross-site tracking and ad serving. This is the digital marketer’s idea of a juicy steak since third-party cookies are designed to track users’ ‘trail of crumbs’ and, to put it shortly, lead them straight to the candy cottage. This level of dependency on third-party data will change in the c
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