The ad tech landscape is transitioning towards more inclusive and privacy-centric advertising that aligns with data privacy regulations and consumers’ rising demand for privacy-first practices.
Before this shift, audience categorisation heavily depended on third-party cookies, which target users based on their demographics and past behaviour.
This approach, known as identity-based targeting, is now facing significant challenges since Google started phasing out third-party cookies from Chrome in early 2024.
To effectively reach users, advertisers should consider targeting beyond these cookies, especially considering that Chrome is the largest and most widely used web browser.
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