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Cookies are ending because they were not used responsibly. They broke the trust of consumers by prioritizing intrusive, annoying ad experiences when their prime reason for being online was pursuit of their passions. The mass opt-out of ad tracking in IOS 14 should be a wakeup call for marketers. As an industry, we need to meet customers’ expectations for better ad experiences head on.
As third-party cookies meet their inevitable fate, marketers need new strategies to make up for the loss of individual targeting.