The end of cookie measurement is approaching and is causing a stir in the advertising industry: There is uncertainty about how the promise of measurability in digital marketing can continue to be fulfilled. Is the industry at the end? Quite the opposite. It is an opportunity to rethink our attitude to tracking and to use a new approach to strengthen trust in advertising in the long term.
The need for data protection and transparency is growing: Large tech companies like Google and Apple are limiting tracking and demanding the active consent of their users. The EU is introducing a austria rcs data new General Data Protection Regulation. Whatsapp is adjusting its privacy settings, triggering a migration to alternative messenger services. The Chrome browser plans to pull the plug on third-party cookies by 2022 .
What do these developments mean for targeted digital advertising that is based on user data and relies on metrics such as conversions, engagement, bounce rate, cost per click and return on ad spend? Does the end of third-party cookies also mean the end of online marketing?