Cookies may say goodbye, but brands already have another business with your data

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Last July, Google announced that it would no longer accept the use of third-party cookies in its Chrome browser by 2024. This is ultimately a complex issue and a debate with no immediate solution. The privacy debate is directly at odds with the importance of cookies in the advertising industry.

But cookies aren’t the only trackers on the internet . In the event of a cookie demise, brands are preparing. Some major retailers are already getting the lion’s share of shoppers’ data . So the “opt-out” option may not make a difference to privacy-conscious users.

Companies and brands have been collecting information about their own customers for years in order to offer personalized shopping experiences. These learn from, for example, the list of afghanistan cell phone numbers contents of their shopping carts or the consumers' spending history. American brands and department stores such as Target, Walmart, Home Depot, Ulta or Sephora have increased this data tracking in recent years, given the forecast of the end of cookies. This commitment was especially reinforced during the period of the pandemic, to make their advertisements more precise, as reported by NBC News.

User data allows consumers to receive a personalized experience with the brands they are loyal to . But the rise of user data collection has digital privacy experts concerned.

For years, online advertising has been a matter of third-party technology , such as cookies. But with changes to Google Chrome's policies, these practices will be displaced, and companies will have to resort to other methods to obtain information from Internet users.