The future of identity
This article is part of a series of articles from the WARC Guide to the future of identity. Read more.
Since the dawn of the advertiser-funded internet in the mid-1990s, brands have used third-party cookies to track behaviour and target customers. Yet, by 2023, Google Chrome will become the last major browser to phase out the use and sharing of third-party cookies, following Safari, Firefox and Edge. In March 2021, Google confirmed its refusal to develop a replacement that deploys user-specific targeting.
A combination of consumer pressure for greater data privacy, industry self-regulation, and...