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In 2020, Google announced it would phase out third-party cookies from Chrome browser over two years. Marketers have since been speculating on the negative consequences this could have on targeted campaigns and reaching new customers. Google Chrome accounts for 64% of the global market share, making it the most widely used browser that allows both first-party cookies and third-party cookies.

Third-party cookies are integral for marketers to track users and deliver personalised ads to users around the web. While this will be a big change, it’s not all bad news.

The phase-out does not include first-party cookies. You will still…


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