Publishers are grappling with the phasing out of third-party advertising tracking software by stepping up investments in their own customer data and direct sales teams.
Google’s Chrome, the most popular internet browser with a 60 per cent market share, has begun deprecating third-party cookies — the pieces of code that track consumers as they browse different sites across the internet and build up a picture of their habits and buying intentions to serve up relevant adverts.
If the Competition and Markets Authority approves Google’s proposed privacy-focused alternative model, then by the end of the year third-party cookies no longer should appear. Apple’s Safari and other browsers such as Firefox already block them as the default option.
“It could possibly be the biggest change since the
