Online businesses need to get ready for a post-cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2020, 5:30 PM UTC

The popularity of ad blockers points to customer privacy concerns.

Google’s announcement about phasing out of third party cookies for its Chrome browser over the next two years has become a major cause of concern for digital businesses. While the author suggests contextual targeting as a viable alternative, he insists any system will be legislated out if it abuses customer privacy.

Marketers should adopt new strategies that respect and guarantee privacy like stopping robocalling or using cookies. Brands need to move their mindset from “change our customers” to “come alongside our customers”.

This piece states that there are about 615 million devices in the world using ad blockers. It is a clear indication that customers are fed-up of being interrupted by ads.

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