What we know about post-cookie audience tracking

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.

The cookie has been a core part of the internet’s advertising ecosystem since its invention in 1994, enabling companies to track users across websites. Cookies have long been flawed from an advertising perspective: two-thirds of the devices used to connect to the internet do not support cookies in the traditional manner, meaning brands using cookie-based identification lose sight of potential customers as soon as they switch to non-desktop devices, including smartphones, tablets and smart speakers.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands