Better Marketing with Fewer Cookies

Paul Gillin,

Big Tech says the days of third-party cookies are numbered. That’s a challenge for marketers, but it’s also an opportunity.

You’ve probably had this experience: You go online to research a purchase—like a riding lawnmower—and click around some manufacturer and retail sites. Within an hour, ads for riding lawnmowers start turning up on every website and mobile app you use. The blitz continues for days.

John Bruno can relate. The vice president of commerce strategy at e-commerce technology firm PROS remembers that when he went shopping for an engagement ring a few years ago, “I had to hide every device I own,” so a wayward ad wouldn’t tip off his wife-to-be.

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