New solutions are required to implement online targeting and personalisation
The world of web analytics is undergoing change. The focus of the transformation: protecting net visitors from non-transparent use of their data. Especially third-party cookies are a dying breed, at least in their current form. The Safari and Firefox browsers are already blocking third-party tracking, and Chrome is expected to adopt the same course as its competitors in the foreseeable future. Although Google has now postponed corresponding plans by one year to 2023, all roads are apparently leading to a world with reduced cookie volumes - high time for marketers to look around for new, creative personalization options. And they do not have to accomplish the task alone. As part of its Instant Personalisation strategy, KPS has developed a four-step plan to successfully transition into the post-cookie era.