The Crumbling Cookie & The New Future of Ad Personalization

Jan 17 2023

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The Future of Ad Personalization

Web cookies are small snippets of data stored on a user's computer by a web browser. They are used to store information about the users' interactions with a website, such as a login status, shopping cart contents, and content preferences. Cookies are useful for various purposes, such as remembering user preferences, keeping users logged into websites, and tracking website usage for analytics and advertising purposes. This makes a cookie a valuable tool in a marketer's arsenal.

However, as privacy concerns rise, cookie-based ad personalization might be phased out by all web browsers - replacing it with browser-based ad personalization, where the web browser, such as Chrome, estimates a user's interests. The data used here is browsing history, i.e., a record of sites you've visited using Chrome browser - based on which web browser estimates user interests in order to personalize the ads. What has changed is to protect privacy, web browsers auto-delete interests that are older than 4 weeks, and as the user keep browsing, the interest keeps updating as a list. The users can now manage their data with greater control and remove interests they don't wish the web browser to consider. 

Learn about the advent of browser-based personalization in this concise infographic:


As ad personalization gets trickier and privacy concerns rise, it is more important for marketing leaders to focus on gathering first-party data from their users in exchange for a great customer experience. Brands rely on DXP (digital experience platform) to provide personalized web experience across all the channels and touchpoints throughout the customer journey - giving the required data to remarket solutions or services. If you want to lay the groundwork now, let's start with the best DXP comparison to find the ideal solution for your business.