Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics

Ian Thomas
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (1), 6-16 (2021)
https://doi.org/10.69554/EJUA3389

Abstract

Recent and impending changes to the way that browsers and mobile platforms handle third-party cookies and ad IDs will have a profound impact on the digital advertising ecosystem. This paper examines these changes in the context of the development of the ad-tech and digital media industry, and concludes that while these developments may benefit users by protecting them from intrusive third-party tracking and targeting, they risk further consolidating power with the three dominant companies in the sector, namely Google, Facebook and Amazon, and advertisers and marketers will have to work hard to ensure they do not become over-dependent on these suppliers. At the same time, the changes offer an opportunity to move back to a better equilibrium between advertising and the content that it appears alongside, driving value for both advertisers and consumers.

Keywords: privacy; cookies; ad-tech; Google; Facebook; Apple

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Ian Thomas is a 20-year veteran of the data and analytics industry. He co-founded one of the industry’s first web analytics firms and has held senior data leadership roles at Microsoft and Publicis Groupe, dealing with some of the world’s largest and most complex datasets, and building effective crossfunctional teams to bring data to life. He is now an independent consultant and interim chief data officer, advising businesses on how to build world-class data platforms and teams.

Citation

Thomas, Ian (2021, June 1). Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/EJUA3389.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 1
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.