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Articles written by The Traffic Company and Friends.
Google, being the biggest web browser company, recently made an announcement about their new plan to replace cookies as a response to the privacy-first worldwide advocacy. They finally opened up to the public the use of a new mechanism that will provide user-privacy yet will still deliver the same effectiveness just like cookies in terms of ad targeting.
When it comes to the 360-degree view of the customer, it means having a complete view of who they are. It means being able to see every angle of a customer’s interactions from the company, may it be online or offline, from the onset of knowing the brand until the moment he contacts the customer service for assistance.
Individual ad targeting has become the standard for online advertising, which heavily relied on web cookies. However, the effectiveness of web cookies had faced obstacles with more customers demanding information privacy. Over the years, online users have been deleting the web cookies, limiting their use, and even employing ad blockers.
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