Chris Sietsema, Teach to Fish Digital
For years, browser cookies have been a key element that enable digital marketers to provide targeted messaging to prospective customers throughout the path to purchase. Cookies have also been a crucial cog to measuring the customer journey as well. Between government regulations and efforts to protect consumer privacy, some cookies now have an expiration date. For example, Google is planning to block the use of third-party cookies in the Chrome browser in 2023. The impending removal of third-party cookies will necessitate a paradigm shift in the way marketers deliver messages and measure their efforts.