AdTech Privacy eGuide: A Simplification of the Latest Cookie Updates

by Napkyn Analytics

And the Impact to Digital Advertising

The third in our AdTech Privacy series, this eGuide describes the existing and upcoming web privacy changes and regulations surrounding the use of cookies. (Cookies are small text files that are set by websites that store visitors’ preferences and activity.) By limiting, blocking cookies, or even, at a minimum, making site visitors think about and consent to allowing cookies, initiatives like Apple’s App Tracking Transparency (ATT) and Intelligent Tracking Prevention (ITP), Europe’s General Data Protection Regulation (GDPR) and California Privacy Act (CCPA), are driving a new era with regards to how to capture information about visitors online activity, while still respecting their privacy.

The data captured and stored in cookies has enabled marketing tactics like direct response, audience segmentation and attribution to thrive.

With the ‘extinction’ of cookies, both first and third-party, alternative marketing approaches, like contextual marketing, first-party data, people-based marketing, and machine learning are becoming increasingly appealing and gaining (regaining) momentum. It is a very good time for businesses to leverage the first-party data they have. Businesses can take this data privacy regulatory pressure as an opportunity to invest in alternative and new options, such as data science and API solutions.

Table of Contents

  1. Introduction
  2. Cookies
  3. Current State
  4. Impact on the Industry
  5. Alternatives for Marketers
  6. Conclusion

Download the eGuide

Download the “AdTech Privacy eGuide: A Simplification of the Latest Cookie Updates” free of charge.

Napkyn Analytics

Digital Analytics Consulting & Engineering Company

Napkyn Analytics is a digital analytics consulting and engineering company that provides services across Data Enablement, Data Quality, Data Analysis and Data Activation.

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