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How to prepare for a world without cookies

Belinda Clark

February 20, 2024

Cookies have been a fundamental component of online marketing since the invention of the internet. They allow cross-domain tracking and enable targeted one-to-one advertising, often with highly personalised messages. Individual brands and media platforms have owned and managed this data, but this approach no longer fits our new privacy-first world.

The internet’s solution to this problem is universal ID (often called Privacy Sandboxes), which allows users to manage their online data in one place and control who and when data is shared with others.

Google’s Privacy Sandbox is one of the most essential universal ID releases, given that almost 63% of global users prefer Chrome (closely followed by Safari at 20%).

Below is a breakdown of how it all works.

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