What are the best alternatives to replace cookies?
Posted: Tue Feb 18, 2025 7:03 am
Google knew that this move would have an impact on the advertising industry and launched the Privacy Sandbox , which brings together a series of measures for the entire Internet, in order to define operational parameters for digital advertising that guarantee user privacy.
Among the proposals is the FLoC (Federated Learning of Cohorts) algorithm. The idea behind this technology is to gather users into large groups (cohorts) with common browsing habits and then target relevant ads based on their characteristics and interests.
In this way, the algorithm manages to hide individuals in large c azerbaijan phone number list rowds of people with common interests. Thus, companies would not have access to individual data, only to cohorts .
Furthermore, as an alternative to the “cookie-less future,” Google also points to strengthening first-party data. In a world that emphasizes privacy, it establishes close and direct relationships with customers, rather than relying on others.
For marketing, this type of relationship strengthens users' trust in brands and allows them to offer a more meaningful and engaging experience throughout the customer's purchasing journey .
How to face a future without cookies?
And how can your company prepare for this cookieless future in Digital Marketing? If you base your decisions and strategies on third-party cookies, it is important that you start to adapt. Google Chrome has committed to eliminating third-party cookies by 2023.
See below for some guidelines.
Among the proposals is the FLoC (Federated Learning of Cohorts) algorithm. The idea behind this technology is to gather users into large groups (cohorts) with common browsing habits and then target relevant ads based on their characteristics and interests.
In this way, the algorithm manages to hide individuals in large c azerbaijan phone number list rowds of people with common interests. Thus, companies would not have access to individual data, only to cohorts .
Furthermore, as an alternative to the “cookie-less future,” Google also points to strengthening first-party data. In a world that emphasizes privacy, it establishes close and direct relationships with customers, rather than relying on others.
For marketing, this type of relationship strengthens users' trust in brands and allows them to offer a more meaningful and engaging experience throughout the customer's purchasing journey .
How to face a future without cookies?
And how can your company prepare for this cookieless future in Digital Marketing? If you base your decisions and strategies on third-party cookies, it is important that you start to adapt. Google Chrome has committed to eliminating third-party cookies by 2023.
See below for some guidelines.