Partner Republic Data-Driven Customer Experience and Analytical Personalization

Cookies, in their simplest definition, are small pieces of data sent by the web server and stored on the user's computer, have been used by companies for many years to track consumers' online behavior.

Thanks to cookies that help brands identify their customers, targeted advertisements and campaigns can be created.

Particularly in recent years, as awareness of personal data security has increased, consumers have become increasingly concerned about who collects this data, how their online behavior is monitored, what companies do with this information and to whom they can sell it.

  • 79 percent of users are concerned about how companies use their personal data.
  • Forty-one percent of US consumers regularly delete cookies and 30 percent use ad blockers on their personal devices.

Google announced in January 2020 that it would remove third-party cookies from Chrome by 2022. The company announced that it would use those two years to find a more tailored alternative that users and advertisers would be happy with. Since then, there have been some initiatives, most notably Federated Learning of Cohorts (FLoC), and Google Chrome has announced that it will disable third-party cookies by 2023.


The disappearance of third-party cookies does not mean the end of personalized advertising, but rather the beginning of a new era in ad management with better quality data...