This is widely seen as a fundamental shift in online advertising. What does the death of the cookie mean for marketers and advertisers like you? Should you give up marketing and pursue your passion for painting cats eating ice cream? You can put the email list brushes away for now. As change is coming, marketing as we know it will survive without third-party cookies, and more efficient data sources are already in the oven. Do you feel that? This is the future of marketing. What killed the third-party cookie? Just as apple quickly scuttled adobe flash from the digital landscape (which, honestly, no one but homestar runner misses), it also put the first knife in the cookie.
While mozilla and apple have enabled third-party email list cookie blocking by default for some time, ad networks have quickly found loopholes in these protections. With little financial interest in digital advertising and its primary differentiator from google now being privacy, apple moved to intelligent tracking prevention 2.2 (itp) to seal digital loopholes and block third-party cookies much more effectively. Mozilla's privacy-focused firefox browser has followed suit with similar improvements to its enhanced tracking protection (etp). Itp and etp are able to block third-party cookies from being stored in the browser and, to close the loophole exploited by advertisers, they can also prevent third-party cookies from being stored as first-party cookies. Apple's itp2 in safari goes one step further by reducing the lifetime of first-party cookies from seven days to one day.