News of Google Chrome’s plan to phase out cookies in 2024 came as a big blow in the world. For years, marketers have been using cookies to track user behavior. While helping personalize experiences, it facilitated targeted advertising. However, growing data privacy concerns have given way to regulatory reforms and reevaluation of cookie usage by tech firms and different platforms.

This decline in cookie usage is changing the digital marketing landscape. Cookies or not, marketers need to keep tabs on user behavior for personalizing experiences. Given the extensive limitations to affect targeted advertising, brands must rethink their digital advertising approach.

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