And 79% of US marketers and publishers primarily relied on third-party cookies to determine audience identity as of Q4 2020, per LiveIntent.

A PYMNTS report outlines how banks and third-party financial services companies can remove an impediment to winning over consumers’ trust by improving data-consent processes.

The big takeaway: With many companies caught flat-footed by the iOS changes, will the same happen when it comes to third-party cookie deprecation? While cookies won’t be entirely phased out until late 2023, it’s something that all brands need to be thinking about starting yesterday.

“With the decline in third-party cookies, it will be tough to run retargeting campaigns at scale, which will lead to a shift in programmatic media buying,” said Lucy Hinton, head of client operations at ad server Flashtalking. Until the third-party cookie completely disappears, though, shifts won’t be seismic.

Two-thirds agreed that data deprecation, including tighter restrictions on data use (66%), and operating system and browser changes that impact third-party cookies (68%), make legacy marketing strategies unlikely to remain viable in the long term. 62% of respondents said that the forces of data deprecation will have either a significant (40%) or critical (21%) impact on their marketing strategies over the

Today, marketers have to juggle third-party cookie loss and new data privacy legislation, impacting their ability to identify customers and create a strong data foundation

We spoke with Pat Bigatel, general manager of Amazon ShopLocal, which helps third-party sellers reach more customers by listing products in Amazon’s store and offering local customers the opportunity for same-day order pickup. Amazon Local Selling launched in October 2021 as a way to extend support to local retailers.

With Chrome set to deprecate its third-party cookies by 2023, publishers’ digital ad revenues will likely suffer even more. But it’s not all bad for the publisher: USA Today’s subscription offering enters the market at a time when readers are willing to pay for news.

What it means for marketers: Measurement is evolving, and the window of opportunity for finding new ways to do what third-party cookies can do will eventually close. Focus on shoring up first-party data strategies and make smart partnerships to enhance measurement and analytics before third-party cookies go away. Trend No. 8: Social Commerce Will Get Stuck at Checkout.

Google is planning to phase out third-party cookies on Chrome by 2022, and Apple’s recent iOS 14.5 update requires users to opt in to allowing apps to collect their data.

At the beginning of this year, Google announced it would begin phasing out third-party cookies in Chrome's browser. And over the summer, Apple announced it would also create difficulties for marketers by making the Identifier for Advertisers (IDFA) opt-in.

Legacy trackers like third-party browser cookies and Apple’s Identifier for Advertisers (IDFA) are being phased out or have changed entirely. Facebook and other platforms have struggled to find new models that satisfy old needs.

That includes the changes Apple has announced about what marketers can do with the IDFA, as well as Chrome’s planned deprecation of third-party cookies by early 2022. Apple’s change to the IDFA is rumored to go into effect around March 2021 and will require users to opt in on a per-app basis for cross-channel tracking.

UID 2.0 enters beta: After months of building traction in the digital media industry, the third-party cookie alternative begins beta testing this week.

And last week’s announcement that it’s delaying the deprecation of third-party cookies until 2023 has undoubtedly won the company points in marketers' eyes.

“The disappearance of third-party cookies is an opportunity for premium publishers because consumers trust them, and they own this relationship. But none of them has the scale to go at it alone.

On today's episode, we discuss what stood out the most about Google's Q1 performance. We then talk about what kind of ad recovery we expect this year and why Google is in hot water again, as well as look at some survey data about third-party cookie doomsday. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.