News
Digital Advertising Shifts Towards Privacy: The End of Third-Party Cookies
- 20/06/2025
- Trends
The digital advertising sector is undergoing one of its biggest transformations: the gradual disappearance of third-party cookies in browsers like Chrome, Safari, and Firefox. This change is forcing agencies and marketing departments to adopt alternative strategies based on:
First-party data (user data)
Contextual advertising
AI-based predictive models
Segmentation using real-world behavioral signals
Advertising and technology companies are responding with innovative solutions that allow them to maintain campaign effectiveness without compromising user privacy.
In this scenario, AI-based measurement systems, advanced CRMs, and analytics tools that allow for understanding user behavior without relying on external cookies are gaining traction.
Experts agree that agencies that adapt to this change sooner will be able to offer more efficient, sustainable campaigns that comply with the new data protection legislation.