{"id":56338,"date":"2021-06-15T07:00:48","date_gmt":"2021-06-15T14:00:48","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=56338"},"modified":"2023-11-29T12:32:49","modified_gmt":"2023-11-29T20:32:49","slug":"how-to-utilize-programmatic-advertising-in-a-cookieless-world","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/programmatic\/how-to-utilize-programmatic-advertising-in-a-cookieless-world.htm","title":{"rendered":"How to Utilize Programmatic Advertising in a Cookieless World"},"content":{"rendered":"\n

As online privacy concerns continue to grow, the way advertisers target users online will change as well. A business utilizing programmatic advertising<\/a> to improve its audience targeting will have its campaigns impacted by upcoming improvements to the user’s data privacy. These improvements are coming in the form of legislation and updates to internet browser policies, primarily limiting the use of third-party cookies to gain insights into user behavior. In this post, I’ll talk about some things brands can do to prepare for these updates, but first, let’s dive into the history of third-party cookies in programmatic advertising.<\/p>\n

History of Third-Party Cookie Targeting<\/h2>\n
Since the dawn of programmatic, advertisers could track and remarket to users that landed on their website. This targeting tactic is possible due to the third-party cookies, a code placed on a website to track user behavior and show ads to them across other websites. Until recently, the user could not opt-out of this targeting tactic and was at the mercy of the advertiser’s frequency capping cookie windows. While these ads may feel intrusive, the benefit is that they target what the user is interested in rather than showing an ad with no connection to their search intent. Regardless, with recent legislation, the user has the right to provide consent to this kind of tracking.<\/p>\n