Ever visit one website and when you go to a completely different website, an ad pops up for what you just browsed for?
Well, that’s not your imagination. Your browsing activity was tracked across the web by third-party cookies, which are used by marketers to understand user preferences, interests and buying behavior and to target ads accordingly.
But over time they’ve raised privacy concerns, which is why Google will block third-party cookies from its Chrome Internet browser by late next year, forcing marketers to find new ways to gather consumer information and personalize their message and offerings.
“There’s no easy solution for any marketer because they’re all losing the ability to target and measure campaigns as granularly as they have in the past,” says Stephanie Liu, a Boston-based analyst at Forrester who focuses on privacy and marketing.
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Third-party cookies have been around since the 1990s and are small text files created by websites that store user data on their browser. They track your web activity and marketers use them to customize offers or target ads, Liu says.
They are meant to enhance the user experience, but over time have gotten a bad rap for infringing on user privacy rights, says Rob Pepi, co-founder of Goodpep Digital Marketing in Huntington, a digital marketing agency.
“It really comes down to the transparency of what you believe you’re doing on a...
Read Full Story: https://www.newsday.com/business/columnists/jamie-herzlich/google-chrome-browser-cookies-marketing-privacy-qxtdcrya
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