04-Dec-23 12:00

Weldon Fung, Area Director for Southeast Asia, Meltwater

For those of us Internet users, we would be familiar with the word “cookies”. They are used to remember your preferences, login information, and other browsing information, as well as to track your activity on the website and to personalise your experience.

Three years ago, Google announced that it would eliminate third-party cookies from Chrome by 2022, and later postponed its deadline until 2024.

In the ever-evolving landscape of digital marketing, the impending end of cookies marks a significant turning point. Once the bedrock of online tracking and personalised advertising, cookies are facing obsolescence due to growing privacy concerns and tightening regulations.

From the strategies businesses will adopt to navigate this new terrain to the varied impacts on marketers, advertisers, publishers, and consumers, the transition prompts a reevaluation of fundamental practices.

Today, we delve into the challenges and opportunities arising in a cookieless future.