Among the solutions being proffered for the ongoing deprecation of the cookie is returning to a method of targeting people based on what interested them to land on a piece of content in the first place: its context.
As we head into the first of America's big holiday and shopping season events, it may be comforting to know that most of us haven't been losing much sleep during the pandemic. But maybe we should be.
The big loser of the 2020 election was political polling -- and by extension -- survey-based consumer research. While caveats abound, it largely failed, raising questions about how good polling is not just for political campaigns, but for any form of marketing.
The 2020 presidential election has barely been resolved and oddsmakers are already predicting the soon-to-be-departing incumbent is the Republican favorite for 2024. That assumes the then 78-year-old isn't behind bars, but it also means he will likely continue to be a domineering figure in American politics for some time to come.
As well intentioned as the deprecation of third-party cookies may be, the effect ultimately may be meaningless, as advertisers, agencies and a wide range of data and technology suppliers come up with workarounds that effectively achieve the same results, albeit potentially with even less desirable experiences -- for consumers and advertisers alike.