Cookies are an essential pillar of online marketing. Their tracking is considered the most common method of identifying users on the internet - the basis for personalised experiences. However, government regulations such as the General Data Protection Regulation (GDPR) and growing user awareness of privacy issues are putting increasing pressure on the industry. As a result, several major browsers announced they would stop supporting third-party cookies.
Marketers and advertisers have to take action now in order to continue to offer their customers an excellent personalised experience in the future. The basis for all solution approaches is therefore a well thought-out strategy for first-party data. KPS has developed a four-step approach to successfully master the way into the "Cookieless Future".